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Advertising Media Planning

Advertising Media Planning - 7th edition

Advertising Media Planning - 7th edition

ISBN13: 9780071703123

ISBN10: 0071703128

Advertising Media Planning by Jack Sissors and Roger Baron - ISBN 9780071703123
Cover type: Hardback
Edition: 7TH 10
Copyright: 2010
Publisher: McGraw-Hill Publishing Company
Published: 2010
International: No
Advertising Media Planning by Jack Sissors and Roger Baron - ISBN 9780071703123

ISBN13: 9780071703123

ISBN10: 0071703128

Cover type: Hardback
Edition: 7TH 10

List price: $90.00

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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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Other Editions of Advertising Media Planning

Advertising Media Planning by Jack Zanville Z. Sissors and Roger B. Baron - ISBN 9780844215631