Advanced Media Planning, Volume 1

Front Cover
Springer Science & Business Media, Jul 31, 1998 - Business & Economics - 111 pages
2 Reviews

Media planning consists of formulating a media strategy to deliver the creative so as to best meet the brand's advertising objectives, and then implementing that strategy in an accurate and cost-effective manner. Given that approximately ninety percent of advertising dollars are spent in media, a sound understanding of media planning is essential for the researcher and professional media planner alike. Although this book provides a novel and advanced approach to media planning, the basics are covered as well, making the book suitable for trainees.

The authors argue that current media planning is still too conventional, that while reach and frequency are not incorrect, they are certainly too simplistic for modern media planning. This book introduces the advanced concept of using reach patterns in making the reach decision, and develops the method of factoring in effective frequency when making the frequency decision. Reach patterns are an entirely new concept. Effective frequency, while not new, needs proper definition and an operational formula for its calculation, both of which are provided here. Other new concepts are introduced and shown to be necessary for choosing an appropriate media strategy. The media planning software, `Media Mania', designed by Peter Danaher, can be downloaded using the following link:  http://www.mbs.edu/Media-Mania-Software/.

 

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i an needy foradvertising data

Contents

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Copyright

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Popular passages

Page 102 - Using household-level viewing data to maximize effective reach.
Page 102 - A canonical expansion model for multivariate media exposure distributions: a generalization of the "duplication of viewing law.
Page 102 - Simulating single-source data: how it fails us just when we need it most. Journal of Advertising Research, 35(6), 53-62.
Page 102 - Acomparison of media factors that influence the effectiveness of direct response television advertising. Journal of Direct Marketing, 1 1(2), 46-58.

References to this book

Business: The Key Concepts
Mark Vernon
No preview available - 2002
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