Planning Media / Edition 1

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Overview

Very contemporary in its perspective, this book not only explains and illustrates tools of the trade, but also explains the "why" and "how" while demonstrating the creative mind at work. Discusses the conceptual foundation of media planning, explaining how social communications become economic communications, and considers key marketing concepts related to media planning. Features a unique, straightforward, step-by-step explanation of how a media plan is actually constructed from beginning to end. Explains "marketing imagination" — and identifies occasions for its application in the media planning process. Shows how to transform static, metric, statistical data into dynamic information for inventive planning, and for translating marketing strategies into media objectives and strategies.
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Editorial Reviews

Booknews
A textbook and reference for media planning executives and students providing a comprehensive description of the media planning process, the requisite information for building an effective media plan, and the considerations that affect the eventual implementation of the plan. Annotation c. Book News, Inc., Portland, OR (booknews.com)
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Product Details

  • ISBN-13: 9780135678350
  • Publisher: Prentice Hall Professional Technical Reference
  • Publication date: 11/29/1995
  • Edition description: FACSIMILE
  • Edition number: 1
  • Pages: 333
  • Product dimensions: 7.17 (w) x 9.51 (h) x 0.84 (d)

Table of Contents

Foreword: Creativity and Stewardship
Foreword
Preface
Acknowledgment
Pt. 1 Basic Concepts and Skills
1 Conceptual Foundations of Media Planning 3
2 Marketing and Media Planning 19
3 Foundation Skills 32
4 Information Resources: Markets and Targets 42
Pt. 2 Initial Planning Process
5 Part I - Marketing Analysis 71
6 Geographic Weighting: Skills and Resources 105
Pt. 3 Strategy Development
7 Part II - Objectives and Strategies 117
8 Media Work Plan: Part II - Scheduling Reach and Frequency 146
9 Media Work Plan: Part II - Alternative Media Selection 172
Pt. 4 Tactical Planning and Execution
10 Media Work Plan: Part III - Tactical Planning 225
11 Tactical Resources and Skills 246
12 Negotiating the Future: Media Sales and Purchase 280
Glossary 309
Index 323
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