Advertising Media Planning
5th Edition
Published on 16. January 2000
Book
Hardback
514 pages
978-0-8442-3500-4 (ISBN)
Description
This thoroughly revised edition helps readers grasp the fundamentals of planning, purchasing, and evaluating the effectiveness of advertising. It also emphasizes today's rapid proliferation of media choices and strategies to give readers the skills they need for a successful media career. The authors' combined business and academic backgrounds offer both sound practice and insightful theory for media planning.
Explains how integrated marketing communications affects media planning. Explores how to obtain the best media mix for optimum market penetration, and how to measure its effectiveness. Discusses changes in the advertising industry and their effects on media and media planning. Covers the increasing use of nontraditional and interactive media, including interactive television and the Internet.
Explains how integrated marketing communications affects media planning. Explores how to obtain the best media mix for optimum market penetration, and how to measure its effectiveness. Discusses changes in the advertising industry and their effects on media and media planning. Covers the increasing use of nontraditional and interactive media, including interactive television and the Internet.
More details
Edition
5th edition
Language
English
Place of publication
London
United States
Publishing group
McGraw-Hill Education - Europe
Target group
College/higher education
Illustrations
illustrations
Dimensions
Height: 241 mm
Width: 191 mm
Thickness: 41 mm
Weight
1228 gr
ISBN-13
978-0-8442-3500-4 (9780844235004)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
Previous edition
Jack Z. Sissors | Jim Surmanek
Advertising Media Planning
Book
03/1993
4th Edition
McGraw-Hill Contemporary
€40.91
Article exhausted; check for reprint
Persons
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.
Lincoln J. Bumba, formerly Senior Vice President and International Media Director at Leo Burnett, is a media consultant. He brings a wealth of knowledge and experience acquired by working for such clients as Procter & Gamble, Kellogg's, Pillsbury, McDonald's, and other leading marketers.
Lincoln J. Bumba, formerly Senior Vice President and International Media Director at Leo Burnett, is a media consultant. He brings a wealth of knowledge and experience acquired by working for such clients as Procter & Gamble, Kellogg's, Pillsbury, McDonald's, and other leading marketers.
Content
Chapter 1. Media Planning in Changing TimesChapter 2. The Information Superhighway: Interactive Advertising on Television and CybermediaChapter 3. Integrated Marketing Communications and Database MarketingChapter 4. The Relationship among Media, Advertising, and ConsumersChapter 5. Basic Measurements and CalculationsChapter 6. Reach, Frequency, and Effective FrequencyChapter 7. Marketing Strategy and Media PlanningChapter 8. Strategy Planning I: Who, Where, and WhenChapter 9. Strategy Planning II: Weighting, Reach, Frequency, and ContinuityChapter 10. Selecting Media Classes: Intermedia ComparisonsChapter 11. Principles of Planning Media StrategyChapter 12. How to Evaluate and Select Media VehiclesChapter 13. Assembling Elements of a Media PlanChapter 14. A Professional Media Plan (Annotated)Chapter 15. Media Costs and Buying ProblemsChapter 16. Setting and Allocating the BudgetChapter 17. Testing, Experimenting, and Media Planning