Essentials of Media Planning: A Marketing ViewpointIn six concise, highly readable chapters, Essentials of Media Planning explains the key elements behind every successful media program. With an emphasis on the role of media planning in marketing decision making, this practical, hands-on guide is the first step towards structuring a complete and workable media plan for any product or service. New to this edition: actual media plans by leading agencies for top new consumer and business-to-business products - Levi Dockers, Sun Microsystems, and Samsonite Luggage; an illustrated analysis of the media decision-making process; the enhanced role of database marketing in media planning to reach individual consumers with targeted messages; expanded coverage of market segmentation devices, including new VALS 2 and SMRB data; up-to-date media sources and statistics; and critical evaluation of newly developed online media selection services, including SMRB's CHOICES and Telmar's MicroNetwork N3P. Authoritative and easy-to-use, Essentials of Media Planning is a "real-world", back-to-basics guide for every media specialist, advertiser, marketer, and media student. |
Contents
The Need for Flexibility in Media Planning | 4 |
Pricing Policy and Strategy | 13 |
The Marketing Mix as a System | 22 |
Copyright | |
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1st Half 250 Billion 4-color Adults $30M Advertising Media affect media planning assorted mix Barban Billion Ad 250 brand broadcast budget business traveler Business Week Cable Prime campaign period Chapter College competitive consumer Cost creative daypart defined distribution Dockers effectiveness efficient environment ESPN example Football Golf Digest gross rating point GRP's GRP's/week GRP's/wk GRPs Index influence Late Night LEO BURNETT LEVI STRAUSS Lincolnwood magazines Market Research Bureau marketing mix marketing plan media decisions media effort media mix media objectives media planner media planning media schedule media strategy media type media vehicles medium Monday Night Football NCAA BASKETBALL NTC Business Books percent product life cycle product usage psychographic purchase QUINTILE reach and frequency Regular Cola Drinks repurchase cycle Samsonite segment selective Simmons Market Research spending Sports spot TV sumers Sun Microsystems tactics target market television Total users variables vertising