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Advertising Media Planning, Seventh Edition Hardcover – August 6, 2010

4.3 out of 5 stars 23 customer reviews

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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.

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Product Details

  • Hardcover: 496 pages
  • Publisher: McGraw-Hill Education; 7th edition (August 6, 2010)
  • Language: English
  • ISBN-10: 0071703128
  • ISBN-13: 978-0071703123
  • Product Dimensions: 7.6 x 1.4 x 9.4 inches
  • Shipping Weight: 2.2 pounds (View shipping rates and policies)
  • Average Customer Review: 4.3 out of 5 stars  See all reviews (23 customer reviews)
  • Amazon Best Sellers Rank: #65,953 in Books (See Top 100 in Books)

Customer Reviews

Top Customer Reviews

By Sonya L. Svaty on July 28, 2003
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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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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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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Format: Hardcover
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 learning the life of media planning for the first time. WHile others complain of its being out of date, it still provides important inside strategies and roller-coaster feeling involved with advertising and media. It's information, key terms, and vehicle breakdowns clarify questions. This is the best intro/how to book concerning media planning because of its in-depth analysis and numerous case studies-what if scenerios. It is a great starting point!
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Format: Hardcover Verified Purchase
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.
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Format: Hardcover
Roger Baron's book goes to great lengths to cover all the basics having to do with the media planning discipline. This book should be required reading for all entry level media professionalls as well as those considering a career in media planning. Well written, good flow. Highly recommended.
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Format: Hardcover
Media Planning was never chosen path for me, but was required to take it as an Ad student. This book is very informative. Presented information about buying and flighting that made me take on a whole new perspective with this field.
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Format: Hardcover 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.
Read more ›
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