In six concise, highly readable chapters, "Essentials of Media Planning" explains the key elements behind every successful media program. With an emphasis on the role of media planning in marketing decision making, this practical, hands-on guide is the first step towards structuring a complete and workable media plan for any product or service. New to This Edition Actual media plans by leading agencies for top new consumer and business-to-business products--Levi Dockers, Sun Microsystems, and Samsonite Luggage An illustrated analysis of the media decision-making process The enhanced role of database marketing in media planning to reach individual consumers with targeted messages Expanded coverage of market segmentation devices, including new VALS 2 and SMRB data Up-to-date media sources and statistics Critical evaluation of newly developed online media selection services, including SMRB's CHOICES and Telmar's "MicroNetwork N3P" Authoritative and easy-to-use, "Essentials of Media Planning" is a "real-world," back-to-basics guide for every media specialist, advertiser, marketer, and media student.
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25 of 27 people found the following review helpful:
5.0 out of 5 stars
Very succinct and informative!,
By Ron (North York, Ontario Canada) - See all my reviews
This review is from: Essentials of Media Planning (Paperback)
This book provides an excellent overview of the fundamentals of media planning. It examines the five basic components of a media plan: (1)background review, (2)statement of objectives, (3target market defintion, (4)media mix, and (5)overall scheduling considerations. For example, it will show how the product life cycle, marketing or promotion plans would affect the media plan, or how reach and frequency would affect the media objectives etc. This book is straightforward but packed with practical advice. It also ends with 3 case studies which demonstrate how the theories of a media plan are actually put into action. Overall, it is a highly readable, useful, and pragmatic guide to media planning.
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Inside This Book
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First Sentence:
What do you do for a product that enjoys such widespread consumer awareness that its label is recognized worldwide? Read the first page Key Phrases - Capitalized Phrases (CAPs): (learn more)
Business Books, Good Housekeeping, Leo Bogart, Fort Worth, The Dryden Press, Advertising Media Planning, Contemporary Marketing, Mediamark Research Inc, Reader's Digest, Simmons Market Research Bureau, The New Yorker New!
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Front Cover | Table of Contents | First Pages | Back Cover | Surprise Me!
What do you do for a product that enjoys such widespread consumer awareness that its label is recognized worldwide? Read the first page Key Phrases - Capitalized Phrases (CAPs): (learn more)
Business Books, Good Housekeeping, Leo Bogart, Fort Worth, The Dryden Press, Advertising Media Planning, Contemporary Marketing, Mediamark Research Inc, Reader's Digest, Simmons Market Research Bureau, The New Yorker New!
Books on Related Topics | Concordance | Text Stats Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Back Cover | Surprise Me!
Citations (learn more)
This book cites 13
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6
books
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- Advertising Media Planning, Sixth Edition by Jack Sissors on 4 pages
- Contemporary Marketing by Louis Boone on page 8, page 30, and page 51
- Contemporary Marketing by Louis E. Boone on page 8, page 30, and page 51
- Sun Microsystems by Vault Reports in Back Matter (1), and Back Matter (2)
- Great Marketing Turnaround by Rapp Collins on page 8
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- Repeating Ourselves: American Minimal Music as Cultural Practice by Robert Fink on page 148, Back Matter (1), and Back Matter (2)
- Fundamentals Of Copy & Layout by Albert C. Book in Back Matter
- Media and Audiences (Issues in Cultural and Media Studies) by Karen Ross in Back Matter
- Simplicity Marketing: End Brand Complexity, Clutter, and Confusion by Steven M. Cristol in Back Matter
- Strategic Advertising Campaigns by Don E. Schultz on page 351
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