Advertising Media Planning: Industry Standard Reference for Media Planners (6th Edition)

Author: (USA) Cesar
Publisher:
Publish Date: 2006-04-27
Features: Some people believe that media planning is the least creative part of the advertising industry, and this statement is completely wrong. A successful media planning proposal requires creative decision-making in areas such as media, scheduling, ad budget allocation, and others. In addition to having in-depth knowledge of available media resources, an outstanding media planner must also be a strategic expert in marketing, advertising, research, and finance. In the previous five editions, Advertising Media Planning has become a must-read for professional and visionary media planners. In this landmark 6th edition, it continues to provide readers with profound insights into media planning and covers fundamental principles in many aspects of media plan construction, reach, and continuity measurement. Additionally, it has been updated with the following content: new academic research and industry best practices; a completely new hypothetical media plan that comprehensively showcases real-world media planning work; and case studies of the internet and other emerging media throughout the book. Advertising Media Planning explains the complexity of planning in a clear and easy-to-understand style. We have entered an era of ever-evolving advertising technologies and marketing challenges, and any reader aspiring to work in creative media planning and procurement must not miss this comprehensive and highly readable manual—it perfectly combines time-tested fundamental principles with new tools and methods. It is an invaluable resource. Some people believe that media planning is the least creative part of the advertising industry, and this statement is completely wrong. A successful media planning proposal requires creative decision-making in areas such as media, scheduling, ad budget allocation, and others. In addition to having in-depth knowledge of available media resources, an outstanding media planner must also be a strategic expert in marketing, advertising, research, and finance. In the previous five editions, Advertising Media Planning has become a must-read for professional and visionary media planners. In this landmark 6th edition, it continues to provide readers with profound insights into media planning and covers fundamental principles in many aspects of media plan construction, reach, and continuity measurement. Additionally, it has been updated with the following content: new academic research and industry best practices; a completely new hypothetical media plan that comprehensively showcases real-world media planning work; and case studies of the internet and other emerging media throughout the book. Advertising Media Planning explains the complexity of planning in a clear and easy-to-understand style. We have entered an era of ever-evolving advertising technologies and marketing challenges, and any reader aspiring to work in creative media planning and procurement must not miss this comprehensive and highly readable manual—it perfectly combines time-tested fundamental principles with new tools and methods. It is an invaluable resource.