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Advertising Media Planning, Seventh Edition
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The industry standard for 30 years―updated to include the newest developments in digitization and the three screens of video Apply the latest advertising technologies Build your brand in every medium Create the right budget for each campaign Through six previous editions, Advertising Media Planning has proven essential to the success of both practicing and aspiring media planners. Now in its seventh edition, it continues to provide valuable insight into the construction of media plans that most effectively achieve marketing objectives. Advertising Media Planning, seventh edition, retains all the critical information you need to know about traditional media―including TV, radio, and print--while exploring the latest media forms, illustrated with major advertiser case histories. You’ll find comprehensive coverage of the latest media planning and digital technologies, including: • Organic and sponsored Google search • Digital out-of-home video • Internet banners • Computerized media channel planning • Cell phone mobile-media • DVR’s impact on TV commercial viewing • New online and traditional media measurement technologies • Interactive television • Cross-media planning • Data fusion • International competitive spending analysis This is an exciting time for media planners. Those with the most creativity, strategic insight, and knowledge of the market are sure to find the greatest rewards. Providing firm grounding on the fundamentals and bringing you up to speed on the latest developments in digitization, this updated classic is the best and most complete companion available for navigating the new frontier of media planning.
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Product details
Hardcover: 496 pages
Publisher: McGraw-Hill Education; 7th edition (August 6, 2010)
Language: English
ISBN-10: 9780071703123
ISBN-13: 978-0071703123
ASIN: 0071703128
Product Dimensions:
8 x 1.5 x 9.2 inches
Shipping Weight: 2.2 pounds (View shipping rates and policies)
Average Customer Review:
3.9 out of 5 stars
23 customer reviews
Amazon Best Sellers Rank:
#354,803 in Books (See Top 100 in Books)
Based on the title and the description, I expected this book to offer some helpful info for media planning. Nope, it's a big disappointment. The information is too basic and out of date. If you're looking for current and useful information on media planning, I suggest skipping this book and instead doing an online search or reading marketing blogs.
I got this book in order to refresh myself on the media planning process and it was very helpful. The different topics were clearly outlined and reflected a logical thought process.It even goes into non-traditional media which I have not seen in any other books.My only disappointment related to the way it addressed planning in markets which do NOT have exhaustive media information. I'm sure that was not the intent of the book anyway, so that's my problem.A good, informative read...must see for new media buyers/planners.
Correct book for my class
With so much pressure on planning agencies these days, it's hard to find the time and money to provide adequate training. The solution is the seventh (2010) edition of the classic media textbook: Advertising Media Planning by Roger Baron and Jack Sissors from McGraw-Hill.Advertising Media Planning was initially published in the late Seventies by Jack Sissors, a professor at Northwestern University. He's had several well-known media industry co-authors for different updates.In 2001, Professor Scissors turned to fellow Chicagoan, Roger Baron, SVP and Media Research Director of DraftFCB to be his co-author for the sixth edition. That edition was translated into Russian, Turkish, and Chinese even though the book focuses on US media. In fact, one fourth of the edition's sales came from outside of the United States. Professor Scissors passed away in 2004; now the book is entirely Roger Baron's work, though Roger continues to share authorship with the Professor, placing both names on the cover.The book covers perennially thorny media planning issues like intermedia comparisons (Which medium is the most effective?), targeting (Who are my best prospects? How can I weight target segments correctly?), frequency (How often do prospects need to see an ad for it to work?) and many others.Besides thorough coverage of traditional media which has been updated with the latest industry practices and illustrated with major advertiser case histories, there is extensive coverage of both digital media and new planning technologies. You'll find coverage of organic and sponsored search, mobile media, Internet banners and rich media, and multi-platform campaigns. The book explains many newer topics such as channel planning, interactive television, data fusion, the DVR's impact on TV commercial viewing, and much more.CircMatters asked Mr. Baron how he saw the future of media planning and those that practice the art. "I see a bright future," said Baron. He explained why: "The needs of marketers have not changed. Advertisers spending hundreds of millions of dollars need to know those dollars are used as effectively and as efficiently as possible. Today's media world is so complex, and changes so quickly, that more than ever, it requires the services of full time, professional media planners."I'd add this to the last sentence of that answer: ...provided those media planners are well-trained and know what they're talking about. Check out the book on Amazon. It's a bargain at twice the price.Jack HanrahanHanrahan Media Services LLCPublisher of CircMatters
The description don't said that this is an Indian version.
so good!
As expected.
Well written and easy to understand.
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