Advertising media planning /
By: Sissors, Jack Zanville
Title By: Baron, Roger B
Material type: BookPublisher: New York : McGraw-Hill, c2010.Edition: 7th ed.Description: xiv, 480 p. : ill., map ; 24 cm.ISBN: 9780071703123 (alk. paper); 0071703128 (alk. paper)Program: MMC928Subject(s): Advertising media planningDDC classification: 659.1/11Item type | Home library | Call number | Status | Date due | Barcode | Item holds |
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REGULAR | University of Wollongong in Dubai Main Collection | 659.111 SI AD (Browse shelf) | Available | T0047266 | ||
REGULAR | University of Wollongong in Dubai Main Collection | 659.111 SI AD (Browse shelf) | Available | T0043516 |
, Shelving location: Main Collection Close shelf browser
659.111 KE AD Advertising media planning : | 659.111 KE AD Advertising account planning : | 659.111 KE LL Kellogg on advertising & media : the Kellogg School of Management / | 659.111 SI AD Advertising media planning / | 659.111 SI AD Advertising media planning / | 659.111 SM TA Targeted : how technology is revolutionizing advertising and the way companies reach consumers / | 659.111 ST TR Truth, lies, and advertising : the art of account planning / |
Includes bibliographical references and index.
Introduction to media planning : the art of matching media to the advertiser's marketing needs -- Sample media plan presentation -- The relationship among media, advertising, and consumers -- Basic measurements and calculations -- Advanced measurements and calculations -- Marketing strategy and media planning -- Strategy planning I : who, where, and when -- Strategy planning II : weighting, reach, frequency, and scheduling -- Selecting media classes : intermedia comparisons -- Principles of planning media strategy -- Evaluating and selecting media vehicles -- Media costs and buying problems -- Setting and allocating the budget -- Testing, experimenting, and media planning.
MMC928
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 abouttraditional media--including TV, radio, and print--while exploring the latest media forms, illustrated with majoradvertiser case histories. You'll find comprehensive coverage of the latest media planning and digitaltechnologies, 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 frontierof media planning.