Advertising Media Planning, Seventh Edition
Language: English
Published by McGraw-Hill Professional, 2010
- Hardcover
- Used
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- Title
- Advertising Media Planning, Seventh Edition
- Author
- Roger Baron, Jack Z. Sissors
- Publisher
- McGraw-Hill Professional
- Publication year
- 2010
- Condition
- Very Good
- Binding
- Hardcover
- Language
- English
- ISBN 10
- 0071703128
- ISBN 13
- 9780071703123
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.
"Synopsis" may belong to another edition of this title.
About the Author
In Jack Z. Sissors' thirty-plus years of teaching media planning strategy at Northwestern University, he created and edited The Journal of Media Planning and directed many influential media symposia. Previous to joining Northwestern, he worked for Leo Burnett and other advertising agencies.
"About the title" may belong to another edition of this title.
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