Advertising Media Planning

ISBN-10: 0844215635
ISBN-13: 9780844215631
Edition: 6th 2002 (Revised)
List price: $79.95
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Book details

List price: $79.95
Edition: 6th
Copyright year: 2002
Publisher: McGraw-Hill/Contemporary
Publication date: 6/24/2002
Binding: Hardcover
Pages: 445
Size: 7.75" wide x 10.00" long x 1.25" tall
Weight: 2.2
Language: English

Forewordp. xiii
Coauthor's Notep. xvii
Introductionp. 1
Media: A Message Delivery Systemp. 2
Media Planningp. 3
Changing Face of Media Planningp. 4
Changing Role of Media Plannersp. 5
Classes of Mediap. 6
General Procedures in Media Planningp. 10
Principles for Selecting Media Vehiclesp. 15
Problems in Media Planningp. 16
Sample Media Plan Presentationp. 23
Background to Hypothetical Planp. 25
Media Objectivesp. 25
Competitive Analysisp. 26
Target Audience Analysisp. 28
Media Habitsp. 29
Media Selection Rationalep. 34
Media Strategyp. 35
Flowchart and Budgetp. 36
Post-Buy Evaluationp. 36
The Relationship Among Media, Advertising, and Consumersp. 39
How Consumers Choose Media: Entertainment and Informationp. 39
How Consumers Perceive Internet Advertisingp. 42
How Audiences Process Information from Mediap. 43
Media's Importance in the Buying Processp. 44
Media Planning and the Marketing Mixp. 45
Exposure: The Basic Measurement of Media Audiencesp. 46
Need for Better Media Vehicle Measurementsp. 48
Response Functionp. 49
Measuring Audiences to Advertising in Vehiclesp. 50
How Consumers Could React to Media and Advertisingp. 51
Basic Measurements and Calculationsp. 57
How Media Vehicles Are Measuredp. 57
How the Data Are Interpretedp. 61
General Uses of Vehicle Audience Measurementsp. 61
Various Concepts of Audience Measurementsp. 63
Advanced Measurements and Calculationsp. 87
Gross Rating Pointsp. 87
Gross Impressionsp. 89
Reachp. 92
Frequencyp. 99
Effective Frequencyp. 106
Brief History of Effective Frequencyp. 110
Marketing Strategy and Media Planningp. 117
What a Media Planner Needs to Knowp. 117
Situation Analysisp. 118
Marketing Strategy Planp. 119
Competitive Media Expenditure Analysisp. 132
Sources of Marketing Datap. 143
Media-Planning Resources on the Internetp. 150
General Media-Planning Sitesp. 150
Single Source Media/Marketing Research Sitesp. 152
Broadcast-Planning Sitesp. 153
Print-Planning Sitesp. 155
Outdoor-Planning Sitesp. 156
Internet-Planning Sitesp. 157
Advertising Publication Sitesp. 158
Advertising Industry Sitesp. 158
Strategy Planning I: Who, Where, and Whenp. 159
Target Selectionp. 160
Where to Advertisep. 172
When to Advertisep. 189
Strategy Planning II: Weighting, Reach, Frequency, and Schedulingp. 193
Geographic Weightingp. 193
Allocating Weights to Spot TV Markets on a Pro-Rata Basisp. 201
Weighting Markets on the Basis of Minimum BDIs and CDIsp. 203
Weighting Markets by Combining Quantitative and Qualitative Values for Each Marketp. 204
Reach and Frequencyp. 206
Effective Frequency and Reachp. 212
How to Set Effective-Frequency Levelsp. 212
Schedulingp. 218
Selecting Media Classes: Intermedia Comparisonsp. 223
Comparing Mediap. 223
Consumer Media Classesp. 224
New Media Conceptsp. 248
Intermedia Comparisons for Nonmeasured Mediap. 253
Media Mixp. 255
Principles of Planning Media Strategyp. 259
Media Strategy Conceptsp. 259
What Media Planners Should Know Before Starting to Planp. 261
Other Elements of Media Strategyp. 266
Creative Media Strategyp. 269
Choosing Media Strategiesp. 278
Planning a Cross-Media Strategyp. 285
Evaluating and Selecting Media Vehiclesp. 287
Determining Media Values for Magazinesp. 287
Target Reach, Composition, and Cost-Efficiencyp. 289
Other Media Valuesp. 294
Qualitative Values of Mediap. 303
Ad Positions Within Mediap. 307
Internet Media Vehiclesp. 310
Media Costs and Buying Problemsp. 317
Some Considerations in Planning and Buying Mediap. 317
Media Costsp. 323
Media-Buying Problemsp. 343
Setting and Allocating the Budgetp. 353
Setting the Budgetp. 354
Allocating the Advertising Budgetp. 363
Testing, Experimenting, and Media Planningp. 371
Tests and Experimentsp. 371
Test Marketingp. 375
Media Testingp. 385
Media Translationsp. 390
Glossaryp. 397
Indexp. 435
Table of Contents provided by Syndetics. All Rights Reserved.

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