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Advertising Media Planning
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ISBN
:
9780071071017
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Publisher
:
Tata Mcgraw Hill Education Private Limited
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Subject
:
Business & Management
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Binding
:
softcover
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Pages
:
332
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Year
:
2010
₹
925.0
₹
925.0
925.0
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Description
For almost 30 years, Advertising Media Planning has been the leading industry resource on the fundamentals of planning, purchasing, and evaluating the effectiveness of advertising. Through its previous six editions, it has provided both practicing and aspiring media planners critical insight and comprehensive coverage of media plan construction, reach and continuity measurement, and more. This new edition will address all the changes in the world of media planning that are the result of new technologies that broaden the concept of media to include any channel that delivers a brand impression. Yes, this is still TV, radio, magazines and newspapers, but now "media" includes WiFi-enabled laptops, elevator video, iPods, cell phones, social networks, gas station video, word-of-mouth, sponsored blogs, Google Search, taxi cab video, and more. This makes media planning more challenging, but also much more creative and fun.
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Author Biography
Jack Z. Sissors created and edited The Journal of Media Planning.Roger Baron (Chicago, IL) is the senior vice president and director of media research at DRAFTFCB. Table of Contents Chapter 1. Introduction To Media Planning: The Art Of Matching Media To The Advertiser’s Marketing NeedsChapter 2. Sample Media Plan Presentation Chapter 3. The Relationship Among Media, Advertising, And ConsumersChapter 4. Basic Measurements And CalculationsChapter 5. Advanced Measurements And CalculationsChapter 6. Marketing Strategy And Media PlanningChapter 7. Strategy Planning I: Who, Where, And WhenChapter 8. Strategy Planning Ii: Weighting, Reach, Frequency, And Scheduling Chapter 9. Selecting Media Classes: Intermedia ComparisonsChapter 10. Principles Of Planning Media StrategyChapter 11. Evaluating And Selecting Media VehiclesChapter 12. Media Costs And Buying Problems Chapter 13. Setting And Allocating The BudgetChapter 14. Testing, Experimenting, And Media Planning
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