ISBN: 0844235083
Godina izdanja: 1994
Jezik: Engleski
Oblast: Marketing
Autor: Strani

Jack Z. Sissors, Lincoln Bumba - Advertising Media Planning
Ntc Pub Group, 1994
485 str.
tvrdi povez
stanje: dobro

Fourth edition

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. 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.

Contents:
1. Media Planning in Changing Times
2. The Information Superhighway: Interactive Advertising on Television and Cybermedia
3. Integrated Marketing Communications and Database Marketing
4. The Relationship among Media, Advertising, and Consumers
5. Basic Measurements and Calculations
6. Reach, Frequency, and Effective Frequency
7. Marketing Strategy and Media Planning
8. Strategy Planning I: Who, Where, and When
9. Strategy Planning II: Weighting, Reach, Frequency, and Continuity
10. Selecting Media Classes: Intermedia Comparisons
11. Principles of Planning Media Strategy
12. How to Evaluate and Select Media Vehicles
13. Assembling Elements of a Media Plan
14. A Professional Media Plan (Annotated)
15. Media Costs and Buying Problems
16. Setting and Allocating the Budget
17. Testing, Experimenting, and Media Planning
18. The Future


Nonfiction, Advertising, 0844235083