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Advertising Media Planning, Seventh Edition
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Advertising Media Planning, Seventh Edition Hardcover - 2010

by Roger Baron; Jack Z. Sissors

From the publisher

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.

Details

  • Title Advertising Media Planning, Seventh Edition
  • Author Roger Baron; Jack Z. Sissors
  • Binding Hardcover
  • Edition INTERNATIONAL ED
  • Pages 496
  • Volumes 1
  • Language ENG
  • Publisher McGraw-Hill Companies, New York, NY, U.S.A.
  • Date 2010-08-13
  • Illustrated Yes
  • Features Glossary, Illustrated, Index, Table of Contents
  • ISBN 9780071703123 / 0071703128
  • Weight 2.2 lbs (1.00 kg)
  • Dimensions 9.26 x 7.44 x 1.43 in (23.52 x 18.90 x 3.63 cm)
  • Library of Congress subjects Advertising media planning
  • Library of Congress Catalog Number 2010004379
  • Dewey Decimal Code 659.111

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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