Advertising Media Planning, 7th Edition

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 about traditional media—including TV, radio, and print–while exploring the latest media forms, illustrated with major advertiser case histories. You’ll find comprehensive coverage of the latest media planning and digital technologies, 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 frontier of media planning.

Table of Contents

Chapter 1: Introduction to Media Planning: The Art of Matching Media to the Advertiser’s Marketing Needs
Chapter 2: Sample Media Plan Presentation
Chapter 3: The Relationship Among Media, Advertising, and Consumers
Chapter 4: Basic Measurements and Calculations
Chapter 5: Advanced Measurements and Calculations
Chapter 6: Marketing Strategy and Media Planning
Chapter 7: Strategy Planning I: Who, Where, and When
Chapter 8: Strategy Planning II: Weighting, Reach, Frequency, and Scheduling
Chapter 9: Selecting Media Classes: Intermedia Comparisons
Chapter 10: Principles of Planning Media Strategy
Chapter 11: Evaluating and Selecting Media Vehicles
Chapter 12: Media Costs and Buying Problems
Chapter 13: Setting and Allocating the Budget
Chapter 14: Testing, Experimenting, and Media Planning
Appendix: Media-Planning Resources on the Internet