Advertising Media Planning, Seventh Edition

Sissors Jack Zanville Baron Roger Sissors Jack

ISBN 10: 0071703128 / ISBN 13: 9780071703123

Verlag: The McGraw-Hill Company, 2010

pp. xiv + 480. Bestandsnummer des Verkäufers 18647270

Inhaltsangabe:

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 abouttraditional media-including TV, radio, and print--while exploring the latest media forms, illustrated with majoradvertiser case histories. You'll find comprehensive coverage of the latest media planning and digitaltechnologies, 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 frontierof media planning.

Über die Autorin bzw. den Autor: ROGER B. BARON is Senior Vice President, Director of Media Research at Foote, Cone & Belding, Chicago. He received a B.A. in Communications and Public Policy at the University of California, Berkeley, and an M.A. in Telecommunications at the University of Southern California. Following grad school he spent three years on active duty in the Navy, retiring with the rank of Captain in the Naval Reserve. His professional experience includes five years at Leo Burnett in media research and as a media planner and supervisor on the Kellogg cereal account. He then spent twelve years at D'Arcy Masius Benton & Bowles, San Francisco - the last four as VP/Media Director. He came back to Chicago in 1987. Mr. Baron is active in the Advertising Research Foundation. He is a past president of the Media Research Club of Chicago. Baron is an accomplished computer programmer, and has developed several computer models for media planning. He is married and has two adult sons. In his spare time he reads, works around the house, and is an opera and (beginning) Civil War buff.

Bibliografische Details

Titel: Advertising Media Planning, Seventh Edition
Verlag: The McGraw-Hill Company
Erscheinungsdatum: 2010
Einband: Hardcover
Zustand: Used