Advertising Media Planning

Jack Z. Sissors, Roger B. Baron

446 pages, parution le 02/08/2002 (6^eme édition)

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Résumé

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 sixth edition, it continues to provide 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; and illustrative examples of the Internet and other new media integrated throughout the text.

Contents

Introduction
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

Caractéristiques techniques

	PAPIER
Éditeur(s)	Mc Graw Hill
Auteur(s)	Jack Z. Sissors, Roger B. Baron
Parution	02/08/2002
Édition	6^eme édition
Nb. de pages	446
Format	19,5 x 24,5
Couverture	Broché
Poids	975g
Intérieur	Noir et Blanc
EAN13	9780844215631
ISBN13	978-0-8442-1563-1