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Jack Zanville Sissors

E. Reynold Petray

Advertising Media Planning Hardcover – October 1, 1996

by Jack Z. Sissors (Author), Lincoln Bumba (Author)

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There is a newer edition of this item:

by Roger Baron,by Jack Sissors Advertising Media Planning, Seventh Edition(text only)7th (Seventh) edition[Hardcover]2010
$123.78
In stock.

This thoroughly revised edition will bring you up to speed on the fast-changing world of media planning today. While continuing its foundational coverage of media plan construction and reach and frequency measurement, the fifth edition emphasizes the rapid proliferation of media choices and strategies in the 1990s. With new material on cybermedia and interactive marketing, "Advertising Media Planning" is still the unparalleled authority in the field

Print length

514 pages
Language

English
Publisher

Ntc Business Books
Publication date

October 1, 1996
Dimensions

1.75 x 7.5 x 9.5 inches
ISBN-10

0844235008
ISBN-13

978-0844235004
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Product information

Technical Details

Publisher

‎Ntc Business Books; 5th edition (October 1, 1996)

Language

‎English

Hardcover

‎514 pages

ISBN-10

‎0844235008

ISBN-13

‎978-0844235004

Item Weight

‎2.71 pounds

Dimensions

‎1.75 x 7.5 x 9.5 inches

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Customer reviews

5 star		62%
4 star		14%
3 star		13%
2 star		5%
1 star		6%

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Lars126

Not useful or informative

Reviewed in the United States on July 18, 2016

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Based on the title and the description, I expected this book to offer some helpful info for media planning. Nope, it's a big disappointment. The information is too basic and out of date. If you're looking for current and useful information on media planning, I suggest skipping this book and instead doing an online search or reading marketing blogs.

5 people found this helpful

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Kantan Kerus

Really Helpful

Reviewed in the United States on January 9, 2007

Verified Purchase

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 process.

It even goes into non-traditional media which I have not seen in any other books.

My only disappointment related to the way it addressed planning in markets which do NOT have exhaustive media information. I'm sure that was not the intent of the book anyway, so that's my problem.

A good, informative read...must see for new media buyers/planners.

2 people found this helpful

Helpful

Real Ratings

Five Stars

Reviewed in the United States on March 23, 2017

Verified Purchase

Correct book for my class

Helpful

Jack Hanrahan

7th (2010) Edition of Advertising Media Planning is the best

Reviewed in the United States on October 7, 2010

Verified Purchase

With so much pressure on planning agencies these days, it's hard to find the time and money to provide adequate training. The solution is the seventh (2010) edition of the classic media textbook: Advertising Media Planning by Roger Baron and Jack Sissors from McGraw-Hill.

Advertising Media Planning was initially published in the late Seventies by Jack Sissors, a professor at Northwestern University. He's had several well-known media industry co-authors for different updates.

In 2001, Professor Scissors turned to fellow Chicagoan, Roger Baron, SVP and Media Research Director of DraftFCB to be his co-author for the sixth edition. That edition was translated into Russian, Turkish, and Chinese even though the book focuses on US media. In fact, one fourth of the edition's sales came from outside of the United States. Professor Scissors passed away in 2004; now the book is entirely Roger Baron's work, though Roger continues to share authorship with the Professor, placing both names on the cover.

The book covers perennially thorny media planning issues like intermedia comparisons (Which medium is the most effective?), targeting (Who are my best prospects? How can I weight target segments correctly?), frequency (How often do prospects need to see an ad for it to work?) and many others.

Besides thorough coverage of traditional media which has been updated with the latest industry practices and illustrated with major advertiser case histories, there is extensive coverage of both digital media and new planning technologies. You'll find coverage of organic and sponsored search, mobile media, Internet banners and rich media, and multi-platform campaigns. The book explains many newer topics such as channel planning, interactive television, data fusion, the DVR's impact on TV commercial viewing, and much more.

CircMatters asked Mr. Baron how he saw the future of media planning and those that practice the art. "I see a bright future," said Baron. He explained why: "The needs of marketers have not changed. Advertisers spending hundreds of millions of dollars need to know those dollars are used as effectively and as efficiently as possible. Today's media world is so complex, and changes so quickly, that more than ever, it requires the services of full time, professional media planners."

I'd add this to the last sentence of that answer: ...provided those media planners are well-trained and know what they're talking about. Check out the book on Amazon. It's a bargain at twice the price.

Jack Hanrahan
Hanrahan Media Services LLC
Publisher of CircMatters

One person found this helpful

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Amazon Customer

thank you!

Reviewed in the United States on October 24, 2018

Verified Purchase

so good!

Reviewed in the United States on October 8, 2015

Verified Purchase

As expected.

Reviewed in the United States on June 27, 2015

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Well written and easy to understand.

Reviewed in the United States on November 30, 2010

Verified Purchase

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 Excellence Consumer Mapping Study, commercial audiences, PPM, channel planning, set top boxes, cross-platform analyses, and issues associated with innovative, creative media strategies and executions. Personally, I'd like to see a bit more on the role of market mix modeling in determining budgets and media selection as well as a sense of the difficulty most media have performing in the models. Perhaps next time -- or maybe that's a different book. In any case, this is a nice book and it provides a good overview of the complex world of media planning and buying.

One person found this helpful

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Marco Muñoz

Uma ótima base e livro de consulta...

Reviewed in Brazil on April 30, 2018

Verified Purchase

Comprei o livro pra lembrar e revisar os conceitos básicos da Midia. Atende perfeitamente!
Recomendo para quem quer/ou já trabalha na area de Midia.
Alem disso a loja de onde comprei foi muito boa: o livro chegou em ótimas condições.

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