Advertising Media Planning - Hardcover

Sissors, Jack; Bumba, Lincoln

Hardcover

ISBN 10: 0844235008 ISBN 13: 9780844235004

Publisher: McGraw-Hill Education, 2000

Synopsis

This thoroughly revised edition helps readers grasp the fundamentals of planning, purchasing, and evaluating the effectiveness of advertising. It also emphasizes today's rapid proliferation of media choices and strategies to give readers the skills they need for a successful media career. The authors' combined business and academic backgrounds offer both sound practice and insightful theory for media planning.

• Explains how integrated marketing communications affects media planning.
• Explores how to obtain the best media mix for optimum market penetration, and how to measure its effectiveness.
• Discusses changes in the advertising industry and their effects on media and media planning.
• Covers the increasing use of nontraditional and interactive media, including interactive television and the Internet.

About this title

From the Back Cover:

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 that include:·The latest in academic research and professional best practices·An all-new hypothetical media plan, providing a top-down perspective on real-world media planning·Illustrative examples of the Internet and other new media integrated throughout the textAdvertising 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.

Synopsis:

A textbook that introduces advertising media planning, for advertising students as well as for use in advertising agencies and corporate marketing departments. It emphasizes consumer media rather than industrial media, and national advertising planning rather than local planning. This revised editi

About this edition

• Publisher: McGraw-Hill Education
• Publication date: 2000
• ISBN 10: 0844235008
• ISBN 13: 9780844235004
• Binding: Hardcover
• Edition number: 5
• Number of pages: 514