Advertising Media Planning, Sixth Edition
Books / Hardcover
Books › Business & Economics › Advertising & Promotion
ISBN: 0844215635 / Publisher: McGraw Hill, June 2002
The bible of media planning for more than 25 years, Advertising Media Planning teaches the fundamentals of planning, purchasing, and evaluating the effectiveness of advertising. It also emphasizes today's rapid proliferation of media choices. This new edition covers the increasing use of nontraditional and interactive media, including interactive television and the Internet.
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Media planning is broadly defined as the process of figuring out the best means of delivering advertisements to prospective customers of goods and services. Sissors (formerly professor of media planning and strategy, Northwestern U.) and Baron (director of media research at Foote, Cone, & Belding, Chicago) present a guide to the process that uses non-technical language to discuss the relationship among media, advertising, and consumers; basic and advanced measurements and calculations; marketing strategy; strategy planning using consumer demographics, weighting, frequency, and scheduling; evaluating and selecting media vehicles; media costs and buying problems; setting and allocating budgets; and testing and experimenting. Annotation c. Book News, Inc., Portland, OR (booknews.com)
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