Advertising Media Planning, Sixth Edition Sissors,Jack and Baron,Roger
Language: English
Published by McGraw-Hill, 2002
- Hardcover
- New
Seller: GridFreed, San Diego, CA, U.S.A.GridFreed
AbeBooks seller since October 25, 2019
Item description from seller
Seller Inventory # 10-01421
- Title
- Advertising Media Planning, Sixth Edition Sissors,Jack and Baron,Roger
- Author
- Sissors,Jack; Baron,Roger
- Publisher
- McGraw-Hill
- Publication year
- 2002
- Condition
- New
- Binding
- Hardcover
- Language
- English
- ISBN 10
- 0844215635
- ISBN 13
- 9780844215631
- Item weight
- 34 ounces
The bible of media planning for more than 25 years, Advertising Media Planning gives you the proven essentials of planning, purchasing, and evaluating the effectiveness of advertising
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 sixth edition, it continues to provide valuable insight and comprehensive 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 text
Advertising 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" may belong to another edition of this title.
About the Author
ROGER B. BARON is Senior Vice President, Director of Media Research at Foote, Cone & Belding, Chicago. He received a B.A. in Communications and Public Policy at the University of California, Berkeley, and an M.A. in Telecommunications at the University of Southern California. Following grad school he spent three years on active duty in the Navy, retiring with the rank of Captain in the Naval Reserve. His professional experience includes five years at Leo Burnett in media research and as a media planner and supervisor on the Kellogg cereal account. He then spent twelve years at D'Arcy Masius Benton & Bowles, San Francisco - the last four as VP/Media Director. He came back to Chicago in 1987. Mr. Baron is active in the Advertising Research Foundation. He is a past president of the Media Research Club of Chicago. Baron is an accomplished computer programmer, and has developed several computer models for media planning. He is married and has two adult sons. In his spare time he reads, works around the house, and is an opera and (beginning) Civil War buff.
"About the title" may belong to another edition of this title.
GridFreed
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AbeBooks seller since October 25, 2019
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