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Advertising Media Planning, Seventh Edition Hardcover – August 6, 2010
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About the Author
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.
Top Customer Reviews
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!
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.
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.
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 ›
Most Recent Customer Reviews
It's a good book, but it't not easy to read and lacks a good line that will keep you interested. Its resourceful though. 3.5 if I could.Published 17 months ago by MS. Denisse Clark
The book was purchased at the suggestion of our office Media Director. New hires in the department say the book provides a solid foundation for media planning and buying.Published on July 22, 2013 by Karen F. Barrera
Perfect addition to my library. No extraneous information; updates for new media useful and in step with current buying and planning.Published on March 29, 2013 by Cynthia Runions
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 morePublished on November 30, 2010 by Alice K. Sylvester
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 morePublished on October 18, 2010 by MediaMaven23