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Advertising Media Planning, Seventh Edition [Hardcover]

Roger Baron (Author), Jack Sissors (Author)
4.3 out of 5 stars  See all reviews (14 customer reviews) |
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Book Description

Publication Date: July 16, 2010

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 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, 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 frontier of media planning.

Frequently Bought Together

Customers buy this book with Brand Media Strategy: Integrated Communications Planning in the Digital Era (Advertising Age) by Antony Young Hardcover $18.56

Advertising Media Planning, Seventh Edition + Brand Media Strategy: Integrated Communications Planning in the Digital Era (Advertising Age)
Price For Both: $75.23

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Editorial Reviews

About the Author

Jack Z. Sissors was a professor of media planning and strategy at Northwestern University. He created and edited The Journal of Media Planning and spent many years at Leo Burnett and other top advertising agencies.

Roger B. Baron is senior vice president and director of media research at DRAFTFCB, whose clients include SC Johnson, MillerCoors Brewing Company, Boeing Aircraft, State Farm Auto Insurance, Taco Bell, and Merck Pharmaceuticals. He is a former media director and now member of the Media Rating Council, the Market Research Council, and the Advertising Research Foundation. He lives in Chicago, IL.

Product Details

  • Hardcover: 496 pages
  • Publisher: McGraw-Hill; 7 edition (July 16, 2010)
  • Language: English
  • ISBN-10: 0071703128
  • ISBN-13: 978-0071703123
  • Product Dimensions: 9.3 x 7.4 x 1.4 inches
  • Shipping Weight: 2.2 pounds (View shipping rates and policies)
  • Average Customer Review: 4.3 out of 5 stars  See all reviews (14 customer reviews)
  • Amazon Best Sellers Rank: #115,616 in Books (See Top 100 in Books)

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E. Reynold Petray
Jack Zanville Sissors

Customer Reviews

Most Helpful Customer Reviews
11 of 11 people found the following review helpful
Format:Hardcover
I've worked in the media departments of two major advertisers and a major advertising agency--and I use this book all the time when I need help on any training sessions I am conducting. It is very thorough with all information you need, but also concise enough not to get bogged down.

For my own use, I find the section on Media Planning Resources on the Internet and invaluable tool to find more information.

A must for any media planner's or buyer's bookshelf!

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8 of 8 people found the following review helpful
Sound Media Basics February 13, 2003
Format:Hardcover
One of the mysteries of the UK ad scene is that there is no good, up-to-date, practitioner-written textbook on media planning, so the arrival of an updated version of an established US text is doubly welcome.

Jack Sissors and (mostly, as a result of Mr Sissor's ill-health) Roger Baron have done a very thorough and comprehensive job of explaining and illustrating the basics, from how to get information about any given medium to how to put together a strategy and a detailed plan.

Unsurprisingly, the material is purely US-based, and therefore includes, for example, considerable discussion of the problems of reconciling different area definitions; but analyses such as how to weight a plan by region or medium can apply, suitably modified, anywhere.

There is a wide range of suggestions for (mostly) websites from which to seek detailed information, some of which may be both unfamiliar and useful to non-US readers - the MPA's analysis of the effects of position and ad size in magazines is a good example....

Many of the references may seem old, but, as the authors make clear, they have gone back to the classic originals of basic thinking - and much of this still holds good today.

The new edition is up-to-date, with quite extensive discussion of the internet as a medium, and slightly more limited coverage of cross-media and multi-media planning. Conversely, data fusion barely gets a mention - and is not in the index. Nor are optimisers, which are not discussed in any detail - merely treated as a tool of the trade - or modelling, which gets a brief half page on p374.

If the book has a weakness, it is in the area of evaluation, which gets several mentions, but little detailed discussion. In an era where effectiveness has marched up advertisers' list of priorities, this may need addressing next time.

Nonetheless, any would-be media person should read it, and learn.

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11 of 12 people found the following review helpful
By A Customer
Format:Hardcover
Unless you want to refresh your memory on what GRPs, impressions, and reach and frequency are, or unless you want to know the definitions of these terms, this book isn't for you.

An earlier edition of this book was one of my first books when I have just entered the ad media planning field and I found it really interesting.

However, now that I have more than 8 years of working in the field, it seems to be a bit superficial. There's limited information on the debates between effective frequency, recency, and the proposed 'mid-point' of effective recency. There's also limited discussions on the role of ad media research as the media world explodes (e.g., R&F for the Net?), or the role of different channels/media beyond TV, radio, press, direct mails, and magazines.

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Most Recent Customer Reviews
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... Read more
Published 17 months ago by Alice K. Sylvester
Splendid Edition
This marks my 33rd year in the media field and yet I found literally dozens of interesting and useful bits of knowledge in this excellent book. Read more
Published 19 months ago by MediaMaven23
7th (2010) Edition of Advertising Media Planning is the best
With so much pressure on planning agencies these days, it's hard to find the time and money to provide adequate training. Read more
Published 19 months ago by Jack Hanrahan
Hard book | Expensive Book | Not Here | Great Value
Great book. I love you Amazon. Skip the school lines and get your materials here. I saved over $250 by shopping on Amazon.com
Published 20 months ago by E. Santiago
Thorough and Comprehensive
This is a great introductin to media. From reach and frequency through the use of CMR to pull competitive media data, this book covers everything. Read more
Published on October 29, 2008 by Nicola Siccardi
Advertising and Media Plannig Book Perfect Purchase!
The book was impecable! perceft condition! and arrived just in time! very fast shipping!...nicely wrraped too! =)
Published on September 21, 2008 by Francis I. Pierce
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... Read more
Published on January 9, 2007 by Kantan Kerus
A Must Read for Anyone Getting Started in Media Planning
Roger Baron's book goes to great lengths to cover all the basics having to do with the media planning discipline. Read more
Published on February 8, 2003
Advertising Students Must Not Be Without This
As a student, and soon to be graduate of Boston University's College of Communication under advertising, I found that this book (along with the study guide) were essential in... Read more
Published on July 6, 2002 by Melyssa
Do Not Buy!! Waste of Money!!
This book is totally outdated, not detailed enough, and completely vague. I had to refer to other advertising books when I read this book because it was so BAD! Read more
Published on May 28, 2002
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