Advertising Media Planning

By Roger Baron (Author), Jack Z Sissors (Author)


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Description

About the Book :

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


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. 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%
  • Streaming video that offers viewers TV programs anytime – HULU, NBC.COM, etc.
  • Mobile Internet – the changing nature of the telephone – GPS linkage
  • Differences in planning/buying 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


About the Author :

Roger Baron (Chicago, IL) is senior vice president and director of media research at DRAFTFCB

Jack Z. Sissors was a professor of media planning and strategy at Northwestern University.

Features

  • : Advertising Media Planning
  • : Roger Baron
  • : Tata Mcgraw Hill
  • : 9780071071017
  • : Paperback
  • : 496
  • : English

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