About Advertising Media Planning, Seventh Edition by Roger Baron, Jack Sissors Ebook
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.
The bible of media planning, Advertising Media Planning will be fully revised and updated to show media planners how to incorporate the newest media forms―including cell phones, elevator video, social networks, and more―into a comprehensive advertising plan.About the Book
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.Completely revised and updated, new material in the seventh edition includes:
- How to balance your presence in all media.
- DVR Penetration now 30% – HDTV penetration now 29%
- 89% of homes have cable or satellite
- Streaming video that offers viewers TV programs anytime – HULU, NBC.COM, etc.
- Mobile Internet – the changing nature of the telephone – GPS linkage
- Fragmentation of viewing options – 89 cable nets, decline of broadcast nets
- Satellite radio
- Differences in planningbuying online versus traditional media
- Integration of national databases (Experion, Claritas) with traditional media research – the Quest custom analysis with Claritas.
- Online reach/frequency – WebRF, Comscore Campaign RF, new internet analytics
- The decline and possible elimination of newspapers
- Branded entertainment – product placement and interactive TVSuccessful media plan requires creative decisions on media, time frames, dollar distribution, and more. With this comprehensive resource, media planners receive solid information on long-standing fundamentals as well as the latest digital approaches, making this the one must-have resource for anyone interested in creative, results-based media planning and buying.Features
- An update of McGraw-Hill’s classic book and industry bible on advertising media planning; the previous edition has sold over half a million in revenue.
- The updated edition will include information on integrating the newest forms of media into your advertising plan as well as critical updates on more traditional approaches.
- The author is the Senior VP of Media at a leading strategic media planning and research support firm.
- Author works with fortune 500 clients that include Kraft, SC Johnson, Merck, Starbucks and more.
- Author will promote through his frequent speaking at events like the Advertising Research Foundation and more.Market/Audience
Media planners; marketing and advertising professionals.About the Authors
Jack Z. Sissors was a profession of media planning and strategy at Northwestern University. He created and edited The Journal of Media Planning and spent many years working with Leo Burnett and other top advertising agencies.Roger Baron (Chicago, IL) is the senior vice president and director of media research at DRAFTFCB in Chicago, whose clients include Kraft Foods, SC Johnson, CoorsMiller Brewing Company, Boeing Aircraft, Starbucks, Quaker Oats, Taco Bell and Merck Pharmaceuticals. A member of the ARF Media Communications Council, he is the past president of the Media Research Club of Chicago. He is a frequent speaker at Advertising Research Foundation and other industry conferences.
About the Author
Jack Z. Sissors was a professor of media planning and strategy at Northwestern University. He created and edited The Journal of Media Planning and spent many years at Leo Burnett and other top advertising agencies.Roger B. Baron is senior vice president and director of media research at DRAFTFCB, whose clients include SC Johnson, MillerCoors Brewing Company, Boeing Aircraft, State Farm Auto Insurance, Taco Bell, and Merck Pharmaceuticals. He is a former media director and now member of the Media Rating Council, the Market Research Council, and the Advertising Research Foundation. He lives in Chicago, IL.