| 000 | 09094cam a2201621Ii 4500 | ||
|---|---|---|---|
| 001 | 2240 | ||
| 008 | 100211s2010 nyuab b 001 0 eng | ||
| 020 | _a0071703128 (hardback) | ||
| 020 | _a9780071703123 (hardback) | ||
| 040 | _erda | ||
| 049 | _aTR-IsMEF | ||
| 050 | 0 | 0 |
_aHF5826.5 _b.S57 2010 |
| 100 | 1 |
_aSissors, Jack Zanville, _d1919-, eauthor. |
|
| 245 | 1 | 0 |
_aAdvertising media planning / _cJack Z. Sissors and Roger B. Baron. |
| 250 | _aSeventh edition. | ||
| 264 |
_aNew York : _bMcGraw-Hill, _c2010. |
||
| 264 | 4 | _a©2010. | |
| 300 |
_axiv, 480 pages : _billustrations, map ; _c24 cm. |
||
| 336 |
_atext _2rdacontent |
||
| 337 |
_aunmediated _2rdamedia |
||
| 338 |
_avolume _2rdacarrier |
||
| 504 | _aIncludes bibliographical references and index. | ||
| 505 | 0 | _aIntroduction to media planning : the art of matching media to the advertiser's marketing needs -- Sample media plan presentation -- The relationship among media, advertising, and consumers -- Basic measurements and calculations -- Advanced measurements and calculations -- Marketing strategy and media planning -- Strategy planning I : who, where, and when -- Strategy planning II : weighting, reach, frequency, and scheduling -- Selecting media classes : intermedia comparisons -- Principles of planning media strategy -- Evaluating and selecting media vehicles -- Media costs and buying problems -- Setting and allocating the budget -- Testing, experimenting, and media planning. | |
| 520 | _aThe 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 about traditional media-including TV, radio, and print--while exploring the latest media forms, illustrated with major advertiser case histories. You'll find comprehensive coverage of the latest media planning and digital technologies, 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 frontier of media planning. | ||
| 596 | _a1 | ||
| 650 | 0 | _aAdvertising media planning. | |
| 700 | 1 |
_aBaron, Roger B., _eauthor. |
|
| 900 | _aMEF Üniversitesi Kütüphane katalog kayıtları RDA standartlarına uygun olarak üretilmektedir / MEF University Library Catalogue Records are Produced Compatible by RDA Rules | ||
| 910 | _aÇağlayan. | ||
| 942 |
_2lcc _cBKS |
||
| 970 | 0 | 1 |
_aPreface, _pvii. |
| 970 | 0 | 1 |
_aForeword by David L. Smith, CEO and founder, Mediasmith, Inc., _pxi. |
| 970 | 1 | 2 |
_tIntroduction to media planning: the art of matching media to the advertiser's marketing needs, _p1. |
| 970 | 1 | 1 |
_tMedia: a message delivery system, _p2. |
| 970 | 1 | 1 |
_tMedia planning, _p3. |
| 970 | 1 | 1 |
_tThe changing face of media planning, _p4. |
| 970 | 1 | 1 |
_tThe changing role of media planners, _p8. |
| 970 | 1 | 1 |
_tClasses of media, _p10. |
| 970 | 1 | 1 |
_tGeneral procedures in media planning, _p15. |
| 970 | 1 | 1 |
_tPrinciples for selecting media vehicles, _p19. |
| 970 | 1 | 1 |
_tProblems in media planning, _p21. |
| 970 | 1 | 2 |
_tSample media plan presentation, _p27. |
| 970 | 1 | 1 |
_tBackground to hypothetical plan, _p28. |
| 970 | 1 | 1 |
_tMedia objectives, _p29. |
| 970 | 1 | 1 |
_tCompetitive analysis, _p30. |
| 970 | 1 | 1 |
_tTarget audience analysis, _p34. |
| 970 | 1 | 1 |
_tMedia habits, _p35. |
| 970 | 1 | 1 |
_tMedia selection rationale, _p39. |
| 970 | 1 | 1 |
_tMedia strategy, _p40. |
| 970 | 1 | 1 |
_tFlowchart and budget, _p41. |
| 970 | 1 | 1 |
_tPost-buy evaluation, _p43. |
| 970 | 1 | 2 |
_tThe relationship among media, advertising, and consumers, _p45. |
| 970 | 1 | 1 |
_tHow consumers choose media: entertainment and information, _p45. |
| 970 | 1 | 1 |
_tInteractive television, _p48. |
| 970 | 1 | 1 |
_tVaried relationships between audiences and media, _p48. |
| 970 | 1 | 1 |
_tHow consumers perceive digital advertising, _p51. |
| 970 | 1 | 1 |
_tHow audiences process information from media, _p51. |
| 970 | 1 | 1 |
_tThe media's importance in the buying process, _p53. |
| 970 | 1 | 1 |
_tMedia planning and the marketing mix, _p54. |
| 970 | 1 | 1 |
_tExposure: the basic measurement of media audiences, _p55. |
| 970 | 1 | 1 |
_tNeed for better media vehicle measurements, _p57. |
| 970 | 1 | 1 |
_tResponse function, _p58. |
| 970 | 1 | 1 |
_tMeasuring audiences to advertising vehicles, _p59. |
| 970 | 1 | 1 |
_tThe top five perennial questions that media research cannot answer, _p63. |
| 970 | 1 | 2 |
_tBasic measurements and calculations, _p67. |
| 970 | 1 | 1 |
_tHow media vehicles are measured, _p67. |
| 970 | 1 | 1 |
_tNielsen television ratings, _p68. |
| 970 | 1 | 1 |
_tArbitron radio ratings, _p73. |
| 970 | 1 | 1 |
_tMagazines and newspapers, _p74. |
| 970 | 1 | 1 |
_tInternet, _p75. |
| 970 | 1 | 1 |
_tOut-of-home, _p77. |
| 970 | 1 | 1 |
_tHow the data are interpreted, _p77. |
| 970 | 1 | 1 |
_tGeneral uses of vehicle audience measurements, _p78. |
| 970 | 1 | 1 |
_tVarious concepts of audience measurements, _p79. |
| 970 | 1 | 2 |
_tAdvanced measurements and calculations, _p105. |
| 970 | 1 | 1 |
_tGRPs, _p106. |
| 970 | 1 | 1 |
_tGross impressions, _p107. |
| 970 | 1 | 1 |
_tReach, _p110. |
| 970 | 1 | 1 |
_tFrequency, _p121. |
| 970 | 1 | 1 |
_tBrief history of effective frequency, _p132. |
| 970 | 0 | 1 |
_aSummary, _p138. |
| 970 | 1 | 2 |
_tMarketing strategy and media planning, _p139. |
| 970 | 1 | 1 |
_tWhat a media planner needs to know, _p139. |
| 970 | 1 | 1 |
_tSituation analysis, _p140. |
| 970 | 1 | 1 |
_tMarketing strategy plan, _p141. |
| 970 | 1 | 1 |
_tCompetitive media expenditure analysis, _p154. |
| 970 | 1 | 1 |
_tAnalyzing the data, _p154. |
| 970 | 1 | 1 |
_tInternational competitive analysis, _p166. |
| 970 | 1 | 1 |
_tManaging media planning and buying, _p167. |
| 970 | 1 | 1 |
_tSources of marketing data, _p168. |
| 970 | 1 | 2 |
_tStrategy planning I: who, where and when, _p175. |
| 970 | 1 | 1 |
_tTarget selection, _p176. |
| 970 | 1 | 1 |
_tWhere to advertise, _p190. |
| 970 | 1 | 1 |
_tWhen to advertise, _p205. |
| 970 | 1 | 2 |
_tStrategy planning II: weighting, reach, frequency, and scheduling, _p209. |
| 970 | 1 | 1 |
_tGeographic weighting, _p209. |
| 970 | 1 | 1 |
_tReach and frequency, _p223. |
| 970 | 1 | 1 |
_tEffective frequency and reach, _p227. |
| 970 | 1 | 1 |
_tFinal thoughts about reach and frequency, _p232. |
| 970 | 1 | 1 |
_tScheduling, _p233. |
| 970 | 1 | 2 |
_tSelecting media classes: intermedia comparisons, _p237. |
| 970 | 1 | 1 |
_tComparing media, _p237. |
| 970 | 1 | 1 |
_tConsumer media classes, _p238. |
| 970 | 1 | 1 |
_tOther media, _p267. |
| 970 | 1 | 1 |
_tIntermedia comparisons for nonmeasured media, _p271. |
| 970 | 1 | 1 |
_tMedia mix, _p272. |
| 970 | 1 | 2 |
_tPrinciples of planning media strategy, _p277. |
| 970 | 1 | 1 |
_tMedia strategy concepts, _p277. |
| 970 | 1 | 1 |
_tWhat media planners should know before starting to plan, _p279. |
| 970 | 1 | 1 |
_tOther elements of media strategy, _p283. |
| 970 | 1 | 1 |
_tCreative media strategy, _p286. |
| 970 | 1 | 1 |
_tChoosing media strategies, _p294. |
| 970 | 1 | 1 |
_tChannel planning software, _p300. |
| 970 | 1 | 2 |
_tEvaluating and selecting media vehicles, _p303. |
| 970 | 1 | 1 |
_tDetermining media values for magazines, _p304. |
| 970 | 1 | 1 |
_tTarget reach, composition, and cost-efficiency, _p304. |
| 970 | 1 | 1 |
_tOther media values, _p311. |
| 970 | 1 | 1 |
_tQualitative values of media, _p319. |
| 970 | 1 | 1 |
_tAd positions within media, _p324. |
| 970 | 1 | 1 |
_tInternet media vehicles, _p327. |
| 970 | 1 | 1 |
_tThe continuously evolving online world, _p341. |
| 970 | 1 | 2 |
_tMedia costs and buying problems, _p343. |
| 970 | 1 | 1 |
_tSome considerations in planning and buying media, _p344. |
| 970 | 1 | 1 |
_tMedia costs, _p349. |
| 970 | 1 | 1 |
_tMedia-buying problems, _p369. |
| 970 | 1 | 2 |
_tSetting and allocating the budget, _p379. |
| 970 | 1 | 1 |
_tSetting the budget, _p380. |
| 970 | 1 | 1 |
_tAllocating the advertising budget, _p389. |
| 970 | 1 | 2 |
_tTesting, experimenting, and media planning, _p397. |
| 970 | 1 | 1 |
_tTests and experiments, _p397. |
| 970 | 1 | 1 |
_tTest marketing, _p401. |
| 970 | 1 | 1 |
_tMedia testing, _p410. |
| 970 | 1 | 1 |
_tMedia translations, _p415. |
| 970 | 0 | 1 |
_aAppendix: media-planning resources on the internet, _p421. |
| 970 | 0 | 1 |
_aGlossary, _p429. |
| 970 | 0 | 1 |
_aIndex, _p471. |
| 999 |
_c11474 _d11474 |
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| 003 | KOHA | ||