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Advertising Media Planning

Advertising Media Planning - 7th edition

ISBN13: 978-0071703123

Cover of Advertising Media Planning 7TH 10 (ISBN 978-0071703123)
ISBN13: 978-0071703123
ISBN10: 0071703128
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Edition/Copyright: 7TH 10
Publisher: McGraw-Hill Publishing Company
Published: 2010
International: No
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Advertising Media Planning - 7TH 10 edition

ISBN13: 978-0071703123

Jack Sissors and Roger Baron

ISBN13: 978-0071703123
ISBN10: 0071703128
Cover type:
Edition/Copyright: 7TH 10
Publisher: McGraw-Hill Publishing Company

Published: 2010
International: No
Summary

Sales Handle The bible of media planning,Advertising Media Planningwill be fully revised and updated to show media planners how to incorporate the newest media forms ??including cell phones, elevator video, social networks, and more ??into a comprehensive advertising plan.About the Book For almost 30 years,Advertising Media Planninghas been the leading industry resource on the fundamentals of planning, purchasing, and evaluating the effectiveness of advertising. Through its previous six editions, it has provided both practicing and aspiring media planners critical insight and comprehensive coverage of media plan construction, reach and continuity measurement, and more.This new edition will address all the changes in the world of media planning that are the result of new technologies that broaden the concept of media to include any channel that delivers a brand impression. Yes, this is still TV, radio, magazines and newspapers, but now ''media'' includes WiFi-enabled laptops, elevator video, iPods, cell phones, social networks, gas station video, word-of-mouth, sponsored blogs, Google Search, taxi cab video, and more. This makes media planning more challenging, but also much more creative and fun.Completely revised and updated, new material in the seventh edition includes: How to balance your presence in all media. DVR Penetration now 30% - HDTV penetration now 29% 89% of homes have cable or satellite Streaming video that offers viewers TV programs anytime ?? HULU, NBC.COM, etc. Mobile Internet ?? the changing nature of the telephone ?? GPS linkage Fragmentation of viewing options ?? 89 cable nets, decline of broadcast nets Satellite radio Differences in planning\buying online versus traditional media Integration of national databases (Experion, Claritas) with traditional media research ?? the Quest custom analysis with Claritas. Online reach/frequency ?? WebRF, Comscore Campaign RF, new internet analytics The decline and possible elimina

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