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| Foreword | |
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| Preface | |
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| Introduction | |
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| Media: A Message Delivery System | |
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| Media Planning | |
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| Changing Face of Media Planning | |
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| Changing Role of Media Planners | |
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| Classes of Media | |
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| Traditional Mass Media | |
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| Nontraditional Media | |
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| Online Media | |
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| Specialized Media | |
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| General Procedures in Media Planning | |
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| Principles for Selecting Media Vehicles | |
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| Problems in Media Planning | |
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| Insufficient Media Data | |
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| Time Pressures | |
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| Institutional Influences on Media Decisions | |
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| Lack of Objectivity | |
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| Measuring Advertising Effectiveness | |
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| Sample Media Plan Presentation | |
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| Background to Hypothetical Plan | |
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| Media Objectives | |
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| Competitive Analysis | |
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| Budgets | |
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| Media Selection | |
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| Timing of Media Delivery | |
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| Target Audience Analysis | |
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| Media Habits | |
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| Media Selection Rationale | |
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| Creative Media Options | |
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| Media Strategy | |
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| Flowchart and Budget | |
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| Post-Buy Evaluation | |
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| The Relationship Among Media, Advertising, and Consumers | |
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| How Consumers Choose Media: Entertainment and Information | |
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| Strong Feelings | |
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| Loyalty | |
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| Media Usage and Subsequent Behavior | |
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| Interactive Television | |
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| Varied Relationships Between Audiences and Media | |
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| Video Consumer Mapping Study | |
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| How Consumers Perceive Digital Advertising | |
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| How Audiences Process Information from Media | |
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| The Media's Importance in the Buying Process | |
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| Media Planning and the Marketing Mix | |
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| Exposure: The Basic Measurement of Media Audiences | |
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| Need for Better Media Vehicle Measurements | |
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| Response Function | |
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| Measurements of Audiences to Advertising Vehicles | |
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| Cost per Thousand | |
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| Cost per Rating Point | |
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| Is There a Better Way of Measurement? | |
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| The Top Five Perennial Questions That Media Research Cannot Answer | |
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| How Much is Enough? | |
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| Which Medium is Most Effective? | |
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| What is the Best Environment? | |
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| Which is Better: Flighting or Continuity? | |
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| When is My Commercial Worn Out? | |
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| Basic Measurements and Calculations | |
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| How Media Vehicles Are Measured | |
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| Nielsen Television Ratings | |
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| Proposed Set-Top Box (STB) Alternatives for Measuring Television | |
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| Arbitron Radio Ratings | |
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| Magazines and Newspapers | |
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| Recent Reading | |
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| Frequency of Reading | |
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| Yesterday Reading | |
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| Internet | |
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| Out-of-Home | |
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| How the Data is Interpreted | |
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| General Uses of Vehicle Audience Measurements | |
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| Various Concepts of Audience Measurements | |
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| Actual or Potential Audience Size Measurements | |
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| Print Circulation Measurements | |
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| Audience Accumulation | |
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| Audience Accumulation in Magazines | |
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| Audience Accumulation in Broadcast | |
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| Coverage | |
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| Newspaper Coverage | |
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| Magazine Coverage | |
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| Local Television and Radio Coverage | |
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| Spot Radio and Television Coverage in Multiple Markets | |
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| Network Television Coverage | |
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| Cable Television Coverage | |
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| Internet Coverage | |
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| Out-of-Home Media Coverage | |
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| Households Using Television (HUT) | |
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| Broadcast Impressions and Ratings | |
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| Average Audience Rating | |
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| The Three-Day Commercial Audience (C3) Rating | |
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| Share of Audience | |
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| Advanced Measurements and Calculations | |
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| Gross Rating Points | |
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| GRPs in Broadcast Media | |
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| GRPs in Other Media | |
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| Gross Impressions | |
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| Reach | |
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| Why Audience is Only Counted Once | |
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| Types of Reach | |
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| Relationship Between Reach and Coverage | |
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| How Reach Builds over Time | |
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| Reach in Print Media | |
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| Multi-Media Reach | |
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| Random Duplication | |
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| Duplication Between Media Vehicles | |
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| Frequency | |
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| Frequency Distribution | |
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| Weighted Frequency Distribution | |
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| Relationship of Reach to Frequency | |
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| Effective Frequency | |
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| Response Curves and Effective Frequency | |
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| Effective-Frequency Numbers | |
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| Effective Reach: The Other Side of the Coin | |
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| Brief History of Effective Frequency | |
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| Naples Study | |
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| Questions Regarding Effective-Frequency Research | |
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| Is There a Need for Product Category Differentiation? | |
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| Is There a Threshold? | |
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| What is the Relationship Between Good Advertising and Effective Frequency? | |
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| Does Advertising Wear out When There Is Too Much Frequency? | |
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| Recency and the Shelf-Space Model of Media Planning | |
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| Recent Studies of Effective Frequency | |
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| Summary | |
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| Marketing Strategy and Media Planning | |
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| What a Media Planner Needs to Know | |
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| Situation Analysis | |
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| Marketing Strategy Plan | |
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| Marketing Objectives | |
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| Marketing Mix and Strategy | |
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| Budget | |
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| Creative Strategy | |
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| Dealers and Distribution | |
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| Overall Sales Strategy | |
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| Test Marketing | |
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| Competitive Media Expenditure Analysis | |
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| Principal Sources of Expenditure Data | |
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| Nielsen Monitor-Plus Syndicated Reports | |
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| Custom Competitive Reports | |
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| Online Buzz | |
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| Gathering and Assembling the Data | |
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| Analyzing the Data | |
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| Using Competitive Media Expenditure Analyses | |
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| International Competitive Analysis | |
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| Managing Media Planning and Buying | |
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| Sources of Marketing Data | |
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| Major Data Services | |
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| Other Sources of Data | |
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| Strategy Planning I: Who, Where, and When | |
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| Target Selection | |
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| Index Number Analysis | |
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| Lifestyle Analysis | |
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| Storyfinder | |
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| Psychographics, Attitudes and Buying Styles | |
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| Leisure Styles and Consumer Innovators | |
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| Focus Groups | |
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| Where to Advertise | |
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| Classification of Geographic Areas | |
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| Designated Market Area (DMA) | |
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| Core Based Statistical Areas (CBSA) | |
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| Metropolitan and Micropolitan Statistical Areas (MSA and SA) | |
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| City Zone and Retail Trading Zone | |
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| Newspaper Designated Market | |
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| Sales Analysis | |
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| Product Usage by DMA | |
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| Addressability | |
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| Heavy-User Data | |
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| Buying Power Indices | |
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| Brand Development Index (BDI) | |
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| Category Development Index (CDI) | |
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| Weighted BDIs and CDIs | |
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| Using Buying Power Indices | |
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| Cutoff Points | |
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| When to Advertise | |
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| Monthly Sales Patterns | |
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| Budget Constraints | |
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| Competitive Activities | |
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| Specific Goals for the Brand | |
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| Product Availability | |
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| Promotional Requirements | |
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| Strategy Planning II: Weighting, Reach, Frequency, and Scheduling | |
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| Geographic Weighting | |
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| Forms of Weighting | |
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| Share of Voice (Message Weight Distribution) | |
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| Guidelines for Geographic Weighting | |
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| Case Study 8-2 Weighting Markets on the Basis of Minimum BDIs and CDIs | |
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| Reach and Frequency | |
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| When to Emphasize Reach | |
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| When to Emphasize Frequency | |
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| Effective Frequency and Reach | |
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| Final Thoughts about Reach and Frequency | |
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| Scheduling | |
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| Continuity | |
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| Flighting | |
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| Pulsing | |
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| Selecting Media Classes: Intermedia Comparisons | |
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| Comparing Media | |
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| Consumer Media Classes | |
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| Newspapers-Reasons for Using | |
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| Newspapers-Limitations | |
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| Magazines-Reasons for Using | |
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| Magazines-Limitations | |
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| Newspaper Supplements-Reasons for Using | |
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| Newspaper Supplements-Limitations | |
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| Television-Reasons for Using | |
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| Television-Limitations | |
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| Cable TV-Reasons for Using | |
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| Cable TV-Limitations | |
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| Product placement TV - Reasons for Using | |
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| Product placement TV - Limitations | |
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| Radio-Reasons for Using | |
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| Radio-Limitations | |
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| Internet display-Reasons for Using | |
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| Internet display-Limitations | |
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| Sponsored search (SEM) - Reasons for Using | |
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| Sponsored search (SEM) - Limitations | |
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| Mobile digital - Reasons for Using | |
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| Mobile digital - Limitations | |
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| Direct Mail-Reasons for Using | |
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| Direct Mail-Limitations | |
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| Outdoor Advertising-Reasons for Using | |
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| Outdoor Advertising-Limitations | |
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| Transit Media-Reasons for Using | |
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| Transit Media-Limitations | |
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| Out-of-home Video - Reasons for Using | |
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| Out-of-home Video - Limitations | |
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| New Media Concepts | |
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| Place-Based Media | |
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| Database Media Planning | |
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| Cross-Media (or Multimedia Integration) | |
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| Intermedia Comparisons for Nonmeasured Media | |
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| Media Mix | |
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| When to Use a Media Mix | |
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| Criteria for Media Selection Beyond the Numbers | |
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| Principles of Planning Media Strategy | |
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| Media Strategy Concepts | |
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| Dominant Brand Presence in Media | |
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| Advertise When People Are Buying | |
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| Creative Strategy's Impact on Media Strategy | |
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| Alternative Media Strategies | |
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| What Media Planners Should Know Before Starting to Plan | |
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| Marketing Problems | |
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| Recommended Actions | |
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| Complexities of a Strategy | |
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| How the Product Will Be Sold | |
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| How Advertising Sells a Product to One Customer | |
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| How to Neutralize the Competition's Strategy | |
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| Cost of Strategies | |
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| Other Elements of Media Strategy | |
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| Media Targets | |
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| Creative Strategy | |
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| Reach and Frequency | |
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| Continuity | |
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| Budget Constraints | |
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| Creative Media Strategy | |
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| Guidelines for a Creative Media Strategy | |
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| Examples of Creative Media Strategies | |
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| Media Strategy Is Not Science | |
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| Relationships Among Reach, Frequency, Continuity, Number of Markets, and Ad | |
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| Size | |
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| Weighing Alternatives | |
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| Setting Priorities | |
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| Choosing Media Strategies | |
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| Prevailing Wisdom | |
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| Typical Media Strategies and Alternatives | |
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| Channel Planning Software | |
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| Evaluating and Selecting Media Vehicles | |
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| Determining Media Values for Magazines | |
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| Target Reach, Composition, and Cost-Efficiency | |
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| Magazine Planning Process | |
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| Other Media Values | |
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| Secondary Audiences | |
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| Editorial Environment | |
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| Special Opportunities in Magazines | |
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| Media Comparatives | |
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| Position Alternatives | |
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| Advertising Clutter and Product Protection | |
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| Circulation Trends | |
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| Advertising Copy Checking and Product Restrictions | |
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| Response to Coupons, Information, or Recipes | |
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| Available Discounts | |
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| Geographic Flexibility | |
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| Issue-to-issue Volatility | |
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| Qualitative Values of Media | |
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| Types of Qualitative Values | |
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| Subjective Qualitative Values | |
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| Using Qualitative Values | |
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| Ad Positions Within Media | |
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| Problems of Positioning Research | |
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| Some Position Effects | |
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| Internet Media Vehicles | |
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| Evaluating and Selecting Internet Media | |
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| Buying Internet Display Advertising | |
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| Buying Internet Search Advertising | |
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| A Continuously Evolving Online World | |
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| Media Costs and Buying Problems | |
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| Some Considerations in Planning and Buying Media | |
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| Media Costs | |
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| Television | |
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| Cable TV | |
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| Magazines | |
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| Newspapers | |
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| Radio | |
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| Internet | |
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| Out-of-Home Media | |
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| Media-Buying Problems | |
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| Network TV | |
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| Buying Network TV | |
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| Spot TV | |
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| Syndicated TV | |
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| Cable TV | |
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| Magazines | |
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| Newspapers | |
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| Radio | |
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| Internet | |
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| Setting and Allocating the Budget | |
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| Setting the Budget | |
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| Traditional Methods of Budget Setting | |
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| Experimental Methods of Budget Setting | |
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| Factors in Determining the Size of an Advertising Budget | |
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| Allocating the Advertising Budget | |
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| Geographic Allocations | |
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| Payout Planning | |
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| Testing, Experimenting, and Media Planning | |
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| Tests and Experiments | |
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| Why Test or Experiment? | |
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| How They Differ | |
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| Which Is Better? | |
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| Market Mix Modeling | |
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| Test Marketing | |
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| Purposes of Test Marketing | |
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| Advertiser-Run Market Tests | |
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| Research Designs Used in Test Marketing | |
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| Media Testing | |
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| Types of Media Testing | |
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| Requirements for Selecting Media Test Markets | |
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| Media Translations | |
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| Little U.S.A. versus "As It Falls" Philosophy | |
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| Translations in Radio and Television | |
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| Translations in Print | |
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| What Successful Media Tests Have In Common | |
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| Appendix 1 | |
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| Media-Planning Resources on the Internet | |
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| General Media-Planning Sites | |
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| Single Source Media/Marketing Research Sites | |
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| Broadcast-Planning Sites | |
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| Print-Planning Sites | |
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| Outdoor-Planning Sites | |
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| Internet-Planning Sites | |
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| Advertising Publication Sites | |
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| Advertising Industry Sites | |
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| Glossary | |
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| Index | |