The planning and placement of advertising media is a multibillion dollar business that critically impacts advertising effectiveness. The new edition of this acclaimed and widely adopted text offers practical guidance for those who practice media planning on a daily basis, as well as those who must ultimately approve strategic media decisions.
Full of current brand examples, the book is a "must-read" for all who will be involved in the media decision process on both the agency and client side. Its easy-to-read style and logical format make it ideal for classroom adoption, and students will benefit from the down-to-earth approach, and real-world business examples.
Several new chapters have been added to the fourth edition, including:
An online instructor's manual with PowerPoint slides and sample test questions is available to adopters.
Preface. 1. The Changing Role of Media Planning in Brand Support: Media Planning and IMC 2. Establishing a Media Framework 3. Outlining the Components of Communication Plan 4. How Marketing Objectives Affect Communication Planning 5. The Role of Communication in Advertising and Marketing 6. Working with a Situation Analysis 7. Defining the Target Audience 8. Geography’s Role in Planning 9. Seasonality and Timing 10. Competitive Analysis: Implications in Planning 11. Working with Creative: Implications in Planning 12. Working with a Communication Budget 13. Setting Communication Objectives 14. Communication Idea and Briefing 15. Media Communication Strategy and Tactics 16. Learning the Language of Media Panning 17. Learning about Media Costs 18 General Characteristics of Media 19. Evaluating Media Vehicles 20. Video Media 21. Audio Media 22. Print Media 23. Out-of-Home Media 24. Search Engine Marketing 25. Online Display Advertising 26. In-Store Media 27. Social Media 28. Direct Response 29. Alternative Media 30. Gaming 31. Ethnic Media 32. Sales Promotion 33. Owned Media 34. Earned Media 35. Perspectives on International and Global Media Planning 35. Perspectives on International and Global Media Planning 36. Preparing a Communication Plan 37. Media and Campaign Measurement 38. Impact of Media Ownership on Advertising Execution 39. Developing Test Plans 40. Agency Compensation Structures 41. Evaluating an Advertising Media Plan Appendix. The Media Function within the Advertising Business. Index. About the Authors.
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