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Advertising Media Planning blends the latest methods for digital communication and an understanding of the global landscape with the best practices of the functional areas of media planning. Taking a unique brand communication approach from an agency perspective, the textbook is organized into four key parts, walking the student through the foundations of brand communication, communication planning, the different media channels available, and the process of preparing, presenting, and evaluating a media plan. This 5th edition has been fully updated to include: • An emphasis throughout on digital and global media planning • New chapters on the role of brand communication, media planning and data analytics, paid media, mobile media, influencer marketing, and B2B media • New mini-case studies and innovation-focused call-out boxes throughout, showcasing media examples from Europe, the United States, and Asia • Discussion questions to foster engagement and understanding A highly regarded new edition, this practical and integrated textbook should be core reading for advanced undergraduate and postgraduate students studying Media Planning, Advertising Management, Integrated Marketing Communication, and Brand Management. Instructor resources include: PowerPoint slides, a test bank, and an instructor manual.
The perfect media-planning primer for your classroom or reference library. This comprehensive resource provides students with a solid foundation in media. This book presents media dynamics--definitions of various popular media terms and how these terms fit into media planning analysis. The latter part of the book deals with media plan development--how a media plan is constructed and what students should consider in that construction. Interspersed are related topics with which students should be familiar in order to plan effective advertising efforts. The Glossary/Index is a handy reference defining the most common terms used in media planning, as well as referring the student to the specific page where that term is discussed. Thoroughly discusses the major media forms including Interactive and Out-of-Home. Covers the basic components of a media plan: objectives, research, creative and promotion strategy, sales data, and competitive activity. Addresses basic questions regarding audience geography, scheduling, copy, coupons, reach, and frequency.
Media planning consists of formulating a media strategy to deliver the creative so as to best meet the brand's advertising objectives, and then implementing that strategy in an accurate and cost-effective manner. Given that approximately ninety percent of advertising dollars are spent in media, a sound understanding of media planning is essential for the researcher and professional media planner alike. Although this book provides a novel and advanced approach to media planning, the basics are covered as well, making the book suitable for trainees. The authors argue that current media planning is still too conventional, that while reach and frequency are not incorrect, they are certainly too simplistic for modern media planning. This book introduces the advanced concept of using reach patterns in making the reach decision, and develops the method of factoring in effective frequency when making the frequency decision. Reach patterns are an entirely new concept. Effective frequency, while not new, needs proper definition and an operational formula for its calculation, both of which are provided here. Other new concepts are introduced and shown to be necessary for choosing an appropriate media strategy. The media planning software, `Media Mania', designed by Peter Danaher, can be downloaded using the following link: http://www.mbs.edu/Media-Mania-Software/.
The eighth edition of The Media Handbook continues to provide a practical introduction to the media planning and buying processes. Starting with the broader context in which media planning occurs, including a basic understanding of competitive spending and target audiences, the book takes readers through the fundamentals of each media channel, leading to the creation of a media plan. Throughout, concepts and calculations are clearly explained. This new edition reflects the changes in how people consume media today with: a new chapter on how audiences are defined and created reorganization of the media channel chapters to cover planning and buying together expanded coverage of digital formats in all channels added discussion of measurement completely updated data and examples. The Media Handbook, Eighth Edition is the ideal text for courses in media planning and buying in advertising/communication departments. Supplemental online resources for both students and instructors are also available. For students, there is a list of key media associations and chapter overviews. To assist in their course preparation, instructors will find lecture slides, sample test questions, and new sample media planning exercise scenarios with accompanying practice spreadsheets. These resources are available at www.routledge.com/9780367775568, under Support Material.
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 about traditional media—including TV, radio, and print--while exploring the latest media forms, illustrated with major advertiser case histories. You’ll find comprehensive coverage of the latest media planning and digital technologies, 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 frontier of media planning.
Updated and greatly expanded to reflect the explosive growth of new media, this acclaimed and widely-adopted text offers practical guidance for those involved in media planning on a daily basis as well as those who must ultimately approve strategic media decisions. Its current, real-world business examples and down-to-earth approach will resonate with students as well as media professionals on both the client and agency side.
Advertising Media Planning and Buying Textbook NEW! Media Planning & Buying in the 21st Century (3rd edition) is a leading textbook for students and early career professionals about the process of marketing-media planning, media buying and media sales in the 21st century. It is the most comprehensive and up to date media book available explaining the basics of media in simple English and a 21st century integrated marketing communications (IMC) perspective. Media Planning & Buying in the 21st Century The book includes 26 chapters leading readers step by step in the development of an actual media plan. Chapters include entry level definitions and perspectives; the media revolution; the concepts of audience, impact and media costs; media math; media in marketing, how media work; target marketing and geographic development; the tools of IMC; role of traditional vs. digital media; internet marketing; developing a strategic media plan; media negotiations and buying; media sales; the future, and a few surprises. The Media Planning Revolution Let the buyer beware! We are in the early stages of a media revolution with exponential change everywhere-- which impacts every aspect of the marketing communications and advertising media planning process. Examples: changes in demographics; demand for integrated marketing communications and interactivity; demand for accountability; new technologies and media innovations; certain traditional media will likely flounder; media convergence will continue; and consumers will gain even more control over their media/ advertising consumption. Jesse James Rides Again! As if learning about the exciting changes like those cited above wasn't enough, here's a new and perhaps unexpected challenge for advertising media professors, students, and professionals alike. In the good old days, media planning and buying and selling used to be a "goody two shoes" occupation, i.e., there was little to no fraud found in buying or selling media, no fake audiences, no cheating, no illegal cooking the books, no computer programs dedicated to stealing from advertisers. Disagreements, yelling and screaming, yes; but intentional dishonesty and breaking the law? No. Multi-million dollar deals with television networks were sealed with a phone call or a handshake. There was mutual trust between buyers and sellers. If a magazine rep promised a page 1 position, you could take it to the bank. Caveat-Emptor Today, we are once again living in the Wild, Wild West. We are saturated with internet sales hype, dubious audience definitions, and rampant on line ad fraud perpetrated by a large handful of crooks. With bogus clicks and fake impressions and no transparency, advertisers are being cheated out of at least $10-11 billion or more annually by fraudsters. What's worse, this fraud is taking place in the open. Industry leadership knows about it, but has done nothing because everyone profits from it (except advertisers). The Author: Ronald D. Geskey, Sr. Ronald D. Geskey, Sr. spent over 30 years in account & media management at leading worldwide ad agencies and teaching advertising and media at some leading U.S. universities; including: Leo Burnett/Chicago, Texas Tech, D'Arcy, Campbell Ewald and General Motors R*Works. Ron worked with clients such as Allstate, Midland Bank, Green Giant, KFC, Heinz Ketchup, Glad Bags, 3M Company, Conwed, Chevrolet Motor Division, Chevrolet dealers, and General Motors. Ron has a masters in marketing/communication from Southern Illinois University, and other post graduate work at Northwestern, Michigan State, and Wharton.
This new book guides you concisely through the marketing planning process from start to finish, drawing on examples from large brands like Ikea and Krispy Kreme to digital start-ups like Starling Bank.
Updated and greatly expanded to reflect the explosive growth of new media, this acclaimed and widely-adopted text offers practical guidance for those involved in media planning on a daily basis as well as those who must ultimately approve strategic media decisions. Its current, real-world business examples and down-to-earth approach will resonate with students as well as media professionals on both the client and agency side.