9780071703123

The long-time industry standardfully 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 mediaincluding TV, radio, and printwhile bringing you completely up to date on the latest media forms and explaining how to build them into your strategy. You'll find comprehensive coverage of: WiFi-enabled laptops Elevator video iPods Cell phones Social networks Gas station video Word-of-mouth Sponsored blogs Google search Taxi cab videoAdvertising Media Planningis the one and only resource you need for creative, results-based media planning and buying.

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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.

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Advertising Media Planning, Seventh Edition

Advertising Media Planning, Seventh Edition

0071703128

Summary

Author Biography

Table of Contents

Supplemental Materials