Media planning consists of formulating a media strategy to deliver the creative so as to best meet the brand's advertising objectives, and then implementing that strategy in an accurate and cost-effective manner. Given that approximately ninety percent of advertising dollars are spent in media, a sound understanding of media planning is essential for the researcher and professional media planner alike. Although this book provides a novel and advanced approach to media planning, the basics are covered as well, making the book suitable for trainees. The authors argue that current media planning is still too conventional, that while reach and frequency are not incorrect, they are certainly too simplistic for modern media planning. This book introduces the advanced concept of using reach patterns in making the reach decision, and develops the method of factoring in effective frequency when making the frequency decision. Reach patterns are an entirely new concept. Effective frequency, while not new, needs proper definition and an operational formula for its calculation, both of which are provided here. Other new concepts are introduced and shown to be necessary for choosing an appropriate media strategy. The media planning software, `Media Mania', designed by Peter Danaher, can be downloaded using the following link: http://www.mbs.edu/Media-Mania-Software/.
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1 of 9 people found the following review helpful:
5.0 out of 5 stars
Danaher is one of World best guy in media planning model,
By vallaud (Le Port Marly France) - See all my reviews
This review is from: Advanced Media Planning (Hardcover)
If you understand media planning modelisation buy the book.On a strategic media approach it's very interesting and clever.
0 of 10 people found the following review helpful:
5.0 out of 5 stars
It is a specialized book of advertising,
By ZLP (china) - See all my reviews
This review is from: Advanced Media Planning (Hardcover)
THIS IS A VERY SPECIALIZED BOOK IN ADVERTISING ,IT'S WORTH TO BE INTRODUCED INTO CHINA .
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Inside This Book
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Key Phrases - Statistically Improbable Phrases (SIPs):
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active effective reach, brand attitude strategy, advertising carryover, media plan implementation, blitz pattern, advertising cycle, effective reach point, favorable brand switchers, minimum effective frequency, canonical expansion model, message processing capacity, advanced media planning, regular purchase cycle, effective frequency level, reach pattern, brand awareness objective, maximum effective frequency, long purchase cycle, target audience individuals, new category users, stationary outdoor, target audience reach, mobile outdoor, purchase reinforcement, brand recall Key Phrases - Capitalized Phrases (CAPs): (learn more)
Media Mania, Monday Night Football, Beta Binomial, David Letterman, Zero Planning, Millward Brown New!
Books on Related Topics | Concordance | Text Stats Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Index | Back Cover | Surprise Me!
active effective reach, brand attitude strategy, advertising carryover, media plan implementation, blitz pattern, advertising cycle, effective reach point, favorable brand switchers, minimum effective frequency, canonical expansion model, message processing capacity, advanced media planning, regular purchase cycle, effective frequency level, reach pattern, brand awareness objective, maximum effective frequency, long purchase cycle, target audience individuals, new category users, stationary outdoor, target audience reach, mobile outdoor, purchase reinforcement, brand recall Key Phrases - Capitalized Phrases (CAPs): (learn more)
Media Mania, Monday Night Football, Beta Binomial, David Letterman, Zero Planning, Millward Brown New!
Books on Related Topics | Concordance | Text Stats Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Index | Back Cover | Surprise Me!
Citations (learn more)
This book cites 15
books:
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2
books
cite this book:
- Effective Frequency by Michael J. Naples on page 24, and Back Matter
- Advertising Research (Intertext marketing research series) by Thomas Cannon in Back Matter
- Innovative Behaviour and Communication (Editors' series in marketing) by Thomas S. Robertson in Back Matter
- Marketing Research by David A. Aaker in Back Matter
- Spending Advertising Money by Simon Broadbent in Back Matter
See all 15 books this book cites
- The Art and Science of Marketing: Marketing for Marketing Managers by Grahame R. Dowling on page 425
- Business: The Key Concepts (Routledge Key Guides) by Mark Vernon in Back Matter
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