Media Planning Workbook / Edition 5

Media Planning Workbook / Edition 5

by William Goodrich, Jack Sissors
     
 

ISBN-10: 0844235024

ISBN-13: 9780844235028

Pub. Date: 02/09/2001

Publisher: McGraw-Hill Higher Education

Help your students master the skills and techniques needed to research, plan, and buy advertising media. By working through carefully constructed exercises, they'll learn how to apply their knowledge of how media are selected and make well-informed media buying decisions.

Over 30 assignments, complete with in-depth discussions, cover the entire range of media

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Overview

Help your students master the skills and techniques needed to research, plan, and buy advertising media. By working through carefully constructed exercises, they'll learn how to apply their knowledge of how media are selected and make well-informed media buying decisions.

Over 30 assignments, complete with in-depth discussions, cover the entire range of media problems including market analysis, media analysis, and media strategy.

Product Details

ISBN-13:
9780844235028
Publisher:
McGraw-Hill Higher Education
Publication date:
02/09/2001
Edition description:
New Edition
Pages:
206
Product dimensions:
8.30(w) x 10.70(h) x 0.50(d)

Table of Contents

Demographic and Index Numbers

Misleading Index Numbers

Using Simmons for Selecting Primary Target Demographics

Analyzing Product Usage Data

Analyzing Market Data

Sales & Marketing Management Survey of Buying Power Data

Competitive Media Expenditure Analysis

SRDS Media Information

Market Selections Based on Sales Data

Weighting BDI and CDI Data

Understanding Coverage

Cost-per-Thousand (CPM) Concepts

Television Ratings Future Television Ratings/Audiences

Broadcast Program Selection

Reach and Frequency

Reach and Frequency of a Combination of Media Vehicles

Converting TV Household Data to Target Audience Reach and Frequency

Reach and Frequency for Radio

Reach and Frequency from Competitive Media Expenditure Data

Determining Effective Frequency and Reach

Gross Impressions in Media Planning

Strategic Impressions

Quintile and Frequency Distributions

Delivering the Planned Objectives

Writing Media Objectives

Planning Media Strategy

Media Plan Checklist

Media Strategy Planning Problem

An Annotated Media Plan for Lux Liquid

Developing a Complete Media Plan

Spot TV Planning

Allocating an Advertising Budget to Spot TV Markets

Spot TV Buying Problem

Developing a Regional media Plan

Evaluating a Media Plan
Appendix: Media Rates

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