| Description |
xviii, 445 pages : illustrations ; 25 cm |
| Contents |
1. Introduction -- 2. Sample media plan presentation -- 3. The relationship among media, advertising, and consumers -- 4. Basic measurements and calculations -- 5. Advanced measurements and calculations -- 6. Marketing strategy and media planning -- 7. Strategy planning I: who, where, and when -- 8. Strategy planning II: weighting, reach, frequency, and scheduling -- 9. Selecting media classes: intermedia comparisons -- 10. Principles of planning media strategy -- 11. Evaluating and selecting media vehicles -- 12. Media costs and buying problems -- 13. Setting and allocating the budget -- 14. Testing, experimenting, and media planning |
| Summary |
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 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; and illustrative examples of the Internet and other new media integrated throughout the text |
| Notes |
Includes index |
| Bibliography |
Includes bibliographical references and index |
| Subject |
Advertising media planning.
|
| Author |
Baron, Roger B., author
|
| LC no. |
2002022717 |
| ISBN |
0844215635 (alkaline paper) |
|
9780844215631 (paperback) |
|
