Advertising Media Planning by Jack Z. Sissors

By:

Jack Z. Sissors [Author]

Contributor(s):

Roger B. Baron

Publication details: McGraw Hill Education India 2010Edition: 7 edDescription: xiv, 480 pages; Illustrations: 22 cmISBN:

9780071071017

DDC classification:

659.1

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

Summary: For almost 30 years, Advertising Media Planning has been the leading industry resource on the fundamentals of planning, purchasing, and evaluating the effectiveness of advertising. Through its previous six editions, it has provided both practicing and aspiring media planners critical insight and comprehensive coverage of media plan construction, reach and continuity measurement, and more. This new edition will address all the changes in the world of media planning that are the result of new technologies that broaden the concept of media to include any channel that delivers a brand impression. Yes, this is still TV, radio, magazines and newspapers, but now media includes WiFi-enabled laptops, elevator video, iPods, cell phones, social networks, gas station video, word-of-mouth, sponsored blogs, Google Search, taxi cab video, and more. This makes media planning more challenging, but also much more creative and fun.

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Holdings
Item type	Current library	Call number	Status	Date due	Barcode
Book	Indian Institute of Management Visakhapatnam General Stacks	659.1 SIS (Browse shelf(Opens below))	Available		001155

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Previous	658.872 TUT Social media marketing	659.1 JON How advertising works:	659.1 PAN Pandeymonium	659.1 SIS Advertising Media Planning	659.111 RIE Positioning: The battle for your mind	720.9 TOM History of architecture	741.56973 How to Fail at Almost Everything and Still Win Big: Kind of the Story of My Life	Next

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

For almost 30 years, Advertising Media Planning has been the leading industry resource on the fundamentals of planning, purchasing, and evaluating the effectiveness of advertising. Through its previous six editions, it has provided both practicing and aspiring media planners critical insight and comprehensive coverage of media plan construction, reach and continuity measurement, and more.
This new edition will address all the changes in the world of media planning that are the result of new technologies that broaden the concept of media to include any channel that delivers a brand impression. Yes, this is still TV, radio, magazines and newspapers, but now media includes WiFi-enabled laptops, elevator video, iPods, cell phones, social networks, gas station video, word-of-mouth, sponsored blogs, Google Search, taxi cab video, and more. This makes media planning more challenging, but also much more creative and fun.

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