Advertising Media Planning, Sixth Edition

Sissors,Jack; Baron,Roger

ISBN 10: 0844215635 / ISBN 13: 9780844215631

Published by McGraw-Hill, 2002

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Bibliographic Details

• Title: Advertising Media Planning, Sixth Edition
• Publisher: McGraw-Hill
• Publication Date: 2002
• Language: English
• ISBN 10: 0844215635
• ISBN 13: 9780844215631
• Binding: Hardcover
• Condition: New

About this title

Synopsis

The bible of media planning for more than 25 years, Advertising Media Planning gives you the proven essentials of planning, purchasing, and evaluating the effectiveness of advertising

Discussions of media planning as the “noncreative” side of advertising miss the boat entirely. A successful media plan requires creative decisions on media, time frames, dollar distribution, and more. In addition to having in-depth knowledge of available media resources, the best media planners must also be strategic experts in marketing, advertising, research, and finance.

Through five previous editions, Advertising Media Planning has proven to be essential to the success of both practicing and aspiring media planners. Now in its sixth edition, it continues to provide valuable insight and comprehensive coverage of media plan construction, reach and continuity measurement, and more, along with timely updates that include:

• The latest in academic research and professional best practices
• An all-new hypothetical media plan, providing a top-down perspective on real-world media planning
• Illustrative examples of the Internet and other new media integrated throughout the text

Advertising Media Planning explains the complexities of planning in a fast-moving, noncomplex style. As we enter the new century of transformed advertising techniques and marketing challenges, this all-inclusive yet highly readable reference--an artful blend of long-standing fundamentals and the latest tools and approaches--remains the one must-have resource for anyone interested in creative, results-based media planning and buying.

About the Author

Jack Z. Sissors has more than 30 years of experience teaching media planning and strategy at Northwestern University.

Roger Baron is the senior vice president and director of media research at Foote, Cone & Belding in Chicago. A member of the ARF Media Communications Council, he is the past president of the Media Research Club of Chicago.