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…mehr
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.
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.
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Contents Foreword by David L. Smith, CEO and Founder, Mediasmith Inc., San Francisco Preface CHAPTER ONE Introduction Media: A Message Delivery System Media Planning Changing Face of Media Planning Changing Role of Media Planners Classes of Media Traditional Mass Media Nontraditional Media Online Media Specialized Media General Procedures in Media Planning Principles for Selecting Media Vehicles Problems in Media Planning Insufficient Media Data Time Pressures Institutional Influences on Media Decisions Lack of Objectivity Measuring Advertising Effectiveness CHAPTER TWO Sample Media Plan Presentation Background to Hypothetical Plan Media Objectives Competitive Analysis Budgets Media Selection Timing of Media Delivery Target Audience Analysis Media Habits Media Selection Rationale Creative Media Options Media Strategy Flowchart and Budget Post-Buy Evaluation CHAPTER THREE The Relationship Among Media, Advertising, and Consumers How Consumers Choose Media: Entertainment and Information Strong Feelings Loyalty Media Usage and Subsequent Behavior Interactive Television Varied Relationships Between Audiences and Media Video Consumer Mapping Study How Consumers Perceive Digital Advertising How Audiences Process Information from Media The Media's Importance in the Buying Process Media Planning and the Marketing Mix Exposure: The Basic Measurement of Media Audiences Need for Better Media Vehicle Measurements Response Function Measurements of Audiences to Advertising Vehicles Cost per Thousand Cost per Rating Point Is There a Better Way of Measurement? The Top Five Perennial Questions That Media Research Cannot Answer How Much is Enough? Which Medium is Most Effective? What is the Best Environment? Which is Better: Flighting or Continuity? When is My Commercial Worn Out? CHAPTER FOUR Basic Measurements and Calculations How Media Vehicles Are Measured Nielsen Television Ratings Proposed Set-Top Box (STB) Alternatives for Measuring Television Arbitron Radio Ratings Magazines and Newspapers Recent Reading Frequency of Reading Yesterday Reading Internet Out-of-Home How the Data is Interpreted General Uses of Vehicle Audience Measurements Various Concepts of Audience Measurements Actual or Potential Audience Size Measurements Print Circulation Measurements Audience Accumulation Audience Accumulation in Magazines Audience Accumulation in Broadcast Coverage Newspaper Coverage Magazine Coverage Local Television and Radio Coverage Spot Radio and Television Coverage in Multiple Markets Network Television Coverage Cable Television Coverage Internet Coverage Out-of-Home Media Coverage Households Using Television (HUT) Broadcast Impressions and Ratings Average Audience Rating The Three-Day Commercial Audience (C3) Rating Share of Audience CHAPTER FIVE Advanced Measurements and Calculations Gross Rating Points GRPs in Broadcast Media GRPs in Other Media Gross Impressions Reach Why Audience is Only Counted Once Types of Reach Relationship Between Reach and Coverage How Reach Builds over Time Reach in Print Media Multi-Media Reach Random Duplication Duplication Between Media Vehicles Frequency Frequency Distribution Weighted Frequency Distribution Relationship of Reach to Frequency Effective Frequency Response Curves and Effective Frequency Effective-Frequency Numbers Effective Reach: The Other Side of the Coin Brief History of Effective Frequency Naples Study Questions Regarding Effective-Frequency Research Is There a Need for Product Category Differentiation? Is There a Threshold? What is the Relationship Between Good Advertising and Effective Frequency? Does Advertising Wear out When There Is Too Much Frequency? Recency and the Shelf-Space Model of Media Planning Recent Studies of Effective Frequency Summary CHAPTER SIX Marketing Strategy and Media Planning What a Media Planner Needs to Know Situation Analysis Marke
Contents Foreword by David L. Smith, CEO and Founder, Mediasmith Inc., San Francisco Preface CHAPTER ONE Introduction Media: A Message Delivery System Media Planning Changing Face of Media Planning Changing Role of Media Planners Classes of Media Traditional Mass Media Nontraditional Media Online Media Specialized Media General Procedures in Media Planning Principles for Selecting Media Vehicles Problems in Media Planning Insufficient Media Data Time Pressures Institutional Influences on Media Decisions Lack of Objectivity Measuring Advertising Effectiveness CHAPTER TWO Sample Media Plan Presentation Background to Hypothetical Plan Media Objectives Competitive Analysis Budgets Media Selection Timing of Media Delivery Target Audience Analysis Media Habits Media Selection Rationale Creative Media Options Media Strategy Flowchart and Budget Post-Buy Evaluation CHAPTER THREE The Relationship Among Media, Advertising, and Consumers How Consumers Choose Media: Entertainment and Information Strong Feelings Loyalty Media Usage and Subsequent Behavior Interactive Television Varied Relationships Between Audiences and Media Video Consumer Mapping Study How Consumers Perceive Digital Advertising How Audiences Process Information from Media The Media's Importance in the Buying Process Media Planning and the Marketing Mix Exposure: The Basic Measurement of Media Audiences Need for Better Media Vehicle Measurements Response Function Measurements of Audiences to Advertising Vehicles Cost per Thousand Cost per Rating Point Is There a Better Way of Measurement? The Top Five Perennial Questions That Media Research Cannot Answer How Much is Enough? Which Medium is Most Effective? What is the Best Environment? Which is Better: Flighting or Continuity? When is My Commercial Worn Out? CHAPTER FOUR Basic Measurements and Calculations How Media Vehicles Are Measured Nielsen Television Ratings Proposed Set-Top Box (STB) Alternatives for Measuring Television Arbitron Radio Ratings Magazines and Newspapers Recent Reading Frequency of Reading Yesterday Reading Internet Out-of-Home How the Data is Interpreted General Uses of Vehicle Audience Measurements Various Concepts of Audience Measurements Actual or Potential Audience Size Measurements Print Circulation Measurements Audience Accumulation Audience Accumulation in Magazines Audience Accumulation in Broadcast Coverage Newspaper Coverage Magazine Coverage Local Television and Radio Coverage Spot Radio and Television Coverage in Multiple Markets Network Television Coverage Cable Television Coverage Internet Coverage Out-of-Home Media Coverage Households Using Television (HUT) Broadcast Impressions and Ratings Average Audience Rating The Three-Day Commercial Audience (C3) Rating Share of Audience CHAPTER FIVE Advanced Measurements and Calculations Gross Rating Points GRPs in Broadcast Media GRPs in Other Media Gross Impressions Reach Why Audience is Only Counted Once Types of Reach Relationship Between Reach and Coverage How Reach Builds over Time Reach in Print Media Multi-Media Reach Random Duplication Duplication Between Media Vehicles Frequency Frequency Distribution Weighted Frequency Distribution Relationship of Reach to Frequency Effective Frequency Response Curves and Effective Frequency Effective-Frequency Numbers Effective Reach: The Other Side of the Coin Brief History of Effective Frequency Naples Study Questions Regarding Effective-Frequency Research Is There a Need for Product Category Differentiation? Is There a Threshold? What is the Relationship Between Good Advertising and Effective Frequency? Does Advertising Wear out When There Is Too Much Frequency? Recency and the Shelf-Space Model of Media Planning Recent Studies of Effective Frequency Summary CHAPTER SIX Marketing Strategy and Media Planning What a Media Planner Needs to Know Situation Analysis Marke
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