Advertising Media Planningby Jack Z. Sissors, Lincoln Bumba
Discussions of media planning as the "noncreative" side of advertising miss the boat entirely. A successful media plan requires creative decisions on media, time frames, dollar distribution, and more. In addition to having in-depth knowledge of available media resources, the best media planners must also be strategic experts in marketing, advertising, research, and finance. Through five previous editions, Advertising Media Planning has proven to be essential to the success of both practicing and aspiring media planners. Now in its landmark sixth edition, it continues to provide insightful and fundamental coverage of media plan construction, reach and continuity measurement, and more, along with timely updates. Advertising Media Planning explains the complexities of planning in a fast-moving, noncomplex style. As we enter the new century of transformed advertising techniques and marketing challenges, this all-inclusive yet highly readable reference -- an artful blend of long-standing fundamentals and the latest tools and approaches -- remains the one must-have resource for anyone interested in creative, results-based media planning and buying.
- NTC Publishing Group
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Meet the Author
Jack Z. Sissors has more than 30 years of experience teaching media planning and strategy at Northwestern University.
Roger Baron is the senior vice president and director of media research at Foote, Cone & Belding in Chicago. A member of the ARF Media Communications Council, he is the past president of the Media Research Club of Chicago.
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