Advertising Media Planning, Seventh Edition
Product ID: 5168114
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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 abouttraditional media―including TV, radio, and print--while exploring the latest media forms, illustrated with majoradvertiser case histories. You’ll find comprehensive coverage of the latest media planning and digitaltechnologies, 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 frontierof media planning. Review: Used this book to build a college - I used this book to develop a college level course for media buying and planning for my advertising agency’s employees. It’s proven to be a great resource for myself and my ad agency. Review: Five Stars - Correct book for my class
| Best Sellers Rank | #2,429,628 in Books ( See Top 100 in Books ) #563 in Media & Communications Industry (Books) #1,423 in Advertising (Books) #3,906 in Communication Skills |
| Customer Reviews | 4.3 out of 5 stars 50 Reviews |
J**Y
Used this book to build a college
I used this book to develop a college level course for media buying and planning for my advertising agency’s employees. It’s proven to be a great resource for myself and my ad agency.
R**S
Five Stars
Correct book for my class
A**R
Excellent Overview!
Roger's new book is a terrific update of his previous textbooks. I'm pleased to see that the book now covers important new initiatives like the Nielsen Council For Research Excellence Consumer Mapping Study, commercial audiences, PPM, channel planning, set top boxes, cross-platform analyses, and issues associated with innovative, creative media strategies and executions. Personally, I'd like to see a bit more on the role of market mix modeling in determining budgets and media selection as well as a sense of the difficulty most media have performing in the models. Perhaps next time -- or maybe that's a different book. In any case, this is a nice book and it provides a good overview of the complex world of media planning and buying.
R**S
thank you!
so good!
M**K
Resourceful
It's a good book, but it't not easy to read and lacks a good line that will keep you interested. Its resourceful though. 3.5 if I could.
A**J
Five Stars
Well written and easy to understand.
A**E
Five Stars
As expected.
K**S
Really Helpful
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.
M**Z
Uma ótima base e livro de consulta...
Comprei o livro pra lembrar e revisar os conceitos básicos da Midia. Atende perfeitamente! Recomendo para quem quer/ou já trabalha na area de Midia. Alem disso a loja de onde comprei foi muito boa: o livro chegou em ótimas condições.
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