Advertising Media Planning, Seventh Edition

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McGraw Hill Professional, May 28, 2010 - Business & Economics - 496 pages
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The industry standard for 30 years—updated to include the newest developments in digitization and the three screens of video

Apply the latest advertising technologies
Build your brand in every medium
Create the right budget for each campaign

Through six previous editions, Advertising Media Planning has proven essential to the success of both practicing and aspiring media planners. Now in its seventh edition, it continues to provide valuable insight into the construction of media plans that most effectively achieve marketing objectives.

Advertising Media Planning, seventh edition, retains all the critical information you need to know about traditional media—including TV, radio, and print--while exploring the latest media forms, illustrated with major advertiser case histories. You’ll find comprehensive coverage of the latest media planning and digital technologies, including:
• Organic and sponsored Google search • Digital out-of-home video • Internet banners • Computerized media channel planning • Cell phone mobile-media • DVR’s impact on TV commercial viewing • New online and traditional media measurement technologies • Interactive television • Cross-media planning • Data fusion • International competitive spending analysis

This is an exciting time for media planners. Those with the most creativity, strategic insight, and knowledge of the market are sure to find the greatest rewards. Providing firm grounding on the fundamentals and bringing you up to speed on the latest developments in digitization, this updated classic is the best and most complete companion available for navigating the new frontier of media planning.

 

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Contents

Introduction to Media Planning The Art of Matching Media to the Advertisers Marketing Needs
1
Sample Media Plan Presentation
27
The Relationship Among Media Advertising and Consumers
45
Basic Measurements and Calculations
67
Advanced Measurements and Calculations
105
Marketing Strategy and Media Planning
139
Strategy Planning I Who Where and When
175
Strategy Planning II Weighting Reach Frequency and Scheduling
209
Principles of Planning Media Strategy
277
Evaluating and Selecting Media Vehicles
303
Media Costs and Buying Problems
343
Setting and Allocating the Budget
379
Testing Experimenting and Media Planning
397
MediaPlanning Resources on the Internet
421
Glossary
429
Index
471

Selecting Media Classes Intermedia Comparisons
237

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About the author (2010)

Jack Z. Sissors was a professor of media planning and strategy at Northwestern University. He created and edited The Journal of Media Planning and spent many years at Leo Burnett and other top advertising agencies.

Roger B. Baron is senior vice president and director of media research at DRAFTFCB, whose clients include SC Johnson, MillerCoors Brewing Company, Boeing Aircraft, State Farm Auto Insurance, Taco Bell, and Merck Pharmaceuticals. He is a former media director and now member of the Media Rating Council, the Market Research Council, and the Advertising Research Foundation. He lives in Chicago, IL.

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