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Advertising Media Planning, Sixth Edition

by: Sissors, Jack Zanville

Advertising Media Planning, Sixth Edition

by: Sissors, Jack Zanville

ISBN 13:
9780844215631
ISBN 10:
0844215635
Edition: 6TH
Format: Hardcover
Copyright: 06/24/2002
Publisher: McGraw-Hill
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Summary

The bible of media planning for more than 25 years,Advertising Media Planningteaches 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.

Foreword	p. xiii
Coauthor's Note	p. xvii
Introduction	p. 1
Media: A Message Delivery System	p. 2
Media Planning	p. 3
Changing Face of Media Planning	p. 4
Changing Role of Media Planners	p. 5
Classes of Media	p. 6
General Procedures in Media Planning	p. 10
Principles for Selecting Media Vehicles	p. 15
Problems in Media Planning	p. 16
Sample Media Plan Presentation	p. 23
Background to Hypothetical Plan	p. 25
Media Objectives	p. 25
Competitive Analysis	p. 26
Target Audience Analysis	p. 28
Media Habits	p. 29
Media Selection Rationale	p. 34
Media Strategy	p. 35
Flowchart and Budget	p. 36
Post-Buy Evaluation	p. 36
The Relationship Among Media, Advertising, and Consumers	p. 39
How Consumers Choose Media: Entertainment and Information	p. 39
How Consumers Perceive Internet Advertising	p. 42
How Audiences Process Information from Media	p. 43
Media's Importance in the Buying Process	p. 44
Media Planning and the Marketing Mix	p. 45
Exposure: The Basic Measurement of Media Audiences	p. 46
Need for Better Media Vehicle Measurements	p. 48
Response Function	p. 49
Measuring Audiences to Advertising in Vehicles	p. 50
How Consumers Could React to Media and Advertising	p. 51
Basic Measurements and Calculations	p. 57
How Media Vehicles Are Measured	p. 57
How the Data Are Interpreted	p. 61
General Uses of Vehicle Audience Measurements	p. 61
Various Concepts of Audience Measurements	p. 63
Advanced Measurements and Calculations	p. 87
Gross Rating Points	p. 87
Gross Impressions	p. 89
Reach	p. 92
Frequency	p. 99
Effective Frequency	p. 106
Brief History of Effective Frequency	p. 110
Marketing Strategy and Media Planning	p. 117
What a Media Planner Needs to Know	p. 117
Situation Analysis	p. 118
Marketing Strategy Plan	p. 119
Competitive Media Expenditure Analysis	p. 132
Sources of Marketing Data	p. 143
Media-Planning Resources on the Internet	p. 150
General Media-Planning Sites	p. 150
Single Source Media/Marketing Research Sites	p. 152
Broadcast-Planning Sites	p. 153
Print-Planning Sites	p. 155
Outdoor-Planning Sites	p. 156
Internet-Planning Sites	p. 157
Advertising Publication Sites	p. 158
Advertising Industry Sites	p. 158
Strategy Planning I: Who, Where, and When	p. 159
Target Selection	p. 160
Where to Advertise	p. 172
When to Advertise	p. 189
Strategy Planning II: Weighting, Reach, Frequency, and Scheduling	p. 193
Geographic Weighting	p. 193
Allocating Weights to Spot TV Markets on a Pro-Rata Basis	p. 201
Weighting Markets on the Basis of Minimum BDIs and CDIs	p. 203
Weighting Markets by Combining Quantitative and Qualitative Values for Each Market	p. 204
Reach and Frequency	p. 206
Effective Frequency and Reach	p. 212
How to Set Effective-Frequency Levels	p. 212
Scheduling	p. 218
Selecting Media Classes: Intermedia Comparisons	p. 223
Comparing Media	p. 223
Consumer Media Classes	p. 224
New Media Concepts	p. 248
Intermedia Comparisons for Nonmeasured Media	p. 253
Media Mix	p. 255
Principles of Planning Media Strategy	p. 259
Media Strategy Concepts	p. 259
What Media Planners Should Know Before Starting to Plan	p. 261
Other Elements of Media Strategy	p. 266
Creative Media Strategy	p. 269
Choosing Media Strategies	p. 278
Planning a Cross-Media Strategy	p. 285
Evaluating and Selecting Media Vehicles	p. 287
Determining Media Values for Magazines	p. 287
Target Reach, Composition, and Cost-Efficiency	p. 289
Other Media Values	p. 294
Qualitative Values of Media	p. 303
Ad Positions Within Media	p. 307
Internet Media Vehicles	p. 310
Media Costs and Buying Problems	p. 317
Some Considerations in Planning and Buying Media	p. 317
Media Costs	p. 323
Media-Buying Problems	p. 343
Setting and Allocating the Budget	p. 353
Setting the Budget	p. 354
Allocating the Advertising Budget	p. 363
Testing, Experimenting, and Media Planning	p. 371
Tests and Experiments	p. 371
Test Marketing	p. 375
Media Testing	p. 385
Media Translations	p. 390
Glossary	p. 397
Index	p. 435
Table of Contents provided by Syndetics. All Rights Reserved.

Amazon no longer offers textbook rentals. We do!

Advertising Media Planning, Sixth Edition

Advertising Media Planning, Sixth Edition

9780844215631

0844215635

Summary

Author Biography

Table of Contents

Supplemental Materials

Write a Review

Amazon no longer offers textbook rentals. We do!

Advertising Media Planning, Sixth Edition

Advertising Media Planning, Sixth Edition

9780844215631

0844215635

Summary

Author Biography

Table of Contents

Supplemental Materials

Write a Review

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