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Advertising Media Planning, Seventh Edition by [Baron, Roger, Sissors, Jack Z.]
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Advertising Media Planning, Seventh Edition 7th Edition, Kindle Edition


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Length: 496 pages Word Wise: Enabled Enhanced Typesetting: Enabled
Page Flip: Enabled Language: English

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Product description

Product Description

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 about traditional media—including TV, radio, and print--while exploring the latest media forms, illustrated with major advertiser case histories. You’ll find comprehensive coverage of the latest media planning and digital technologies, 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 frontier of media planning.

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.

Product details

  • Format: Kindle Edition
  • File Size: 8346 KB
  • Print Length: 496 pages
  • Simultaneous Device Usage: Up to 4 simultaneous devices, per publisher limits
  • Publisher: McGraw-Hill Education; 7 edition (28 May 2010)
  • Sold by: Amazon Australia Services, Inc.
  • Language: English
  • ASIN: B0041842S8
  • Text-to-Speech: Enabled
  • X-Ray:
  • Word Wise: Enabled
  • Screen Reader: Supported
  • Enhanced Typesetting: Enabled
  • Average Customer Review: Be the first to review this item
  • Amazon Bestsellers Rank: #1,141,285 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
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Amazon.com: 4.2 out of 5 stars 22 reviews
Lars126
2.0 out of 5 starsNot useful or informative
19 July 2016 - Published on Amazon.com
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3 people found this helpful
Kantan Kerus
4.0 out of 5 starsReally Helpful
10 January 2007 - Published on Amazon.com
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5.0 out of 5 starsFive Stars
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Jack Hanrahan
5.0 out of 5 stars7th (2010) Edition of Advertising Media Planning is the best
8 October 2010 - Published on Amazon.com
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One person found this helpful
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5.0 out of 5 starsthank you!
24 October 2018 - Published on Amazon.com
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