Advertising media planning - Hardcover

Hardcover

ISBN 10: 0872510174 ISBN 13: 9780872510173

Synopsis

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 abouttraditional media―including TV, radio, and print--while exploring the latest media forms, illustrated with majoradvertiser case histories. You’ll find comprehensive coverage of the latest media planning and digitaltechnologies, 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 frontierof media planning.

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.

About the Author:

Jack Z. Sissors was a professor of media planning and strategy at Northwestern University. He created andedited 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 ResearchCouncil, and the Advertising Research Foundation. He lives in Chicago, IL.

About this edition

• ISBN 10: 0872510174
• ISBN 13: 9780872510173
• Binding: Hardcover