Advertising Media Planning, Seventh Edition
ISBN: 9780071703123 | 0071703128
Edition: 7thFormat: Hardcover
Publisher: McGraw-Hill
Pub. Date: 7/16/2010
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The long-time industry standard'”fully updated to include the latest ad technologiesFor the past 30 years, the definitive guide to media planning has been providing both students and professionals with the information and insight they need to devise the most effective advertising plans.This new edition ofAdvertising Media Planningretains all the information about traditional media'”including TV, radio, and print'”while bringing you completely up to date on the latest media forms and explaining how to build them into your strategy. You'll find c... MORE
Contents
Foreword by David L. Smith, CEO and Founder, Mediasmith Inc., San Francisco
Preface
CHAPTER ONE
Introduction
Media: A Message Delivery System
Media Planning
Changing Face of Media Planning
Changing Role of Media Planners
Classes of Media
Traditional Mass Media
Nontraditional Media
Online Media
Specialized Media
General Procedures in Media Planning
Principles for Selecting Media Vehicles
Problems in Media Planning
In... MORE
Foreword by David L. Smith, CEO and Founder, Mediasmith Inc., San Francisco
Preface
CHAPTER ONE
Introduction
Media: A Message Delivery System
Media Planning
Changing Face of Media Planning
Changing Role of Media Planners
Classes of Media
Traditional Mass Media
Nontraditional Media
Online Media
Specialized Media
General Procedures in Media Planning
Principles for Selecting Media Vehicles
Problems in Media Planning
In... MORE
About the Authors
Jack Z. Sissors was a profession of media planning and strategy at Northwestern University. He created and edited The Journal of Media Planning and spent many years working with Leo Burnett and other top advertising agencies.
Roger Baron is the senior vice president and director of media research at DRAFTFCB in Chicago, whose clients include Kraft Foods, SC Johnson, CoorsMiller Brewing Company, Boeing Aircraft, Starbucks, Quaker Oats, Taco Bell and Merck Pharmaceuticals. A member of the ARF Media Communications Council, he is the past president of the Media Research Club of Chicago. He is a frequent speaker at Advertising Research Foundation and other industry conferences.
