Read e-book online Advertising media planning PDF

By Jack Z. Sissors, Roger B. Baron, David L. Smith

ISBN-10: 0071703128

ISBN-13: 9780071703123

ISBN-10: 0071738908

ISBN-13: 9780071738903

The regular for 30 years―updated to incorporate the latest advancements in digitization and the 3 monitors of video

Apply the newest advertisements technologies
construct your model in each medium
Create the perfect finances for every campaign

Through six past variations, Advertising Media Planning has confirmed necessary to the luck of either working towards and aspiring media planners. Now in its 7th variation, it maintains to supply worthy perception into the development of media plans that almost all successfully in achieving advertising targets.

Advertising Media Planning, 7th variation, keeps all of the serious details you want to learn about conventional media―including television, radio, and print--while exploring the most recent media types, illustrated with significant advertiser case histories. You’ll locate complete insurance of the most recent media making plans and electronic applied sciences, including:
• natural and backed Google seek • electronic out-of-home video • web banners • automatic media channel making plans • cellular phone mobile-media • DVR’s impression on television advertisement viewing • New on-line and standard media dimension applied sciences • Interactive tv • Cross-media making plans • information fusion • foreign aggressive spending research

This is a thrilling time for media planners. people with the main creativity, strategic perception, and information of the marketplace are absolute to locate the best rewards. supplying company grounding at the basics and bringing you in control at the most recent advancements in digitization, this up to date vintage is the simplest and such a lot entire better half on hand for navigating the recent frontier of media planning.

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Additional info for Advertising media planning

Sample text

Use network and cable television golf and weekend sports programs to achieve broad national reach of target regular golfers. • Concentrate introductory weight in February and March to lead the golf season. —Purchase TV golf tournament sponsorships to achieve high frequency during the introduction. • Provide sustaining support in cable and network weekend sports programs throughout the warm-weather golf season. • Use golf-oriented consumer magazines and selective newsweeklies to communicate the technical advantages of Power Flight golf clubs and to maintain awareness during the holiday season.

Does it mean sales? Profit? Brand awareness? Trial? How is the return on the advertising investment differentiated from that of the entire marketing plan? The “investment” part of the metric is also ambiguous. Is it just the money spent in media? Or is it the money spent on promotions, coupons, packaging, sales incentives, and all the marketing expenses other than paid advertising? Consequently, decision making has not advanced to the point where there is always substantive proof that one medium is much better than another.

The need to balance trade-offs is a key recurring theme in media planning. Finally, the client has indicated there is a strong technical story that explains how the Power Flight clubs improve golfers’ accuracy. In addition to creating awareness, the media plan must effectively communicate this relatively complex message. The media objectives for the introduction of the Power Flight golf club are shown in Exhibit 2–1. 29 30 ADVERTISING MEDIA PLANNING EXHIBIT 2-1 Media Objectives • Within the $10 million budget, create national awareness of RBB Power Flight golf clubs prior to the start of the golf season.

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Advertising media planning by Jack Z. Sissors, Roger B. Baron, David L. Smith


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