Advertising Media Planning, Seventh Edition

Advertising Media Planning, Seventh Edition
Author :
Publisher : McGraw Hill Professional
Total Pages : 496
Release :
ISBN-10 : 9780071738903
ISBN-13 : 0071738908
Rating : 4/5 (908 Downloads)

Book Synopsis Advertising Media Planning, Seventh Edition by : Roger Baron

Download or read book Advertising Media Planning, Seventh Edition written by Roger Baron and published by McGraw Hill Professional. This book was released on 2010-05-28 with total page 496 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.


Advertising Media Planning, Seventh Edition Related Books

Advertising Media Planning, Seventh Edition
Language: en
Pages: 496
Authors: Roger Baron
Categories: Business & Economics
Type: BOOK - Published: 2010-05-28 - Publisher: McGraw Hill Professional

DOWNLOAD EBOOK

The industry standard for 30 years—updated to include the newest developments in digitization and the three screens of video Apply the latest advertising tech
Brand Media Strategy
Language: en
Pages: 256
Authors: Antony Young
Categories: Business & Economics
Type: BOOK - Published: 2014-08-26 - Publisher: Palgrave Macmillan

DOWNLOAD EBOOK

From YouTube to Facebook to the iPad, today's media landscape offers more tools and platforms for the savvy marketer than ever before. And with this rapidly evo
Advertising Media Planning
Language: en
Pages: 0
Authors: Larry D. Kelley
Categories: Advertising media planning
Type: BOOK - Published: 2012 - Publisher: Routledge

DOWNLOAD EBOOK

Updated and greatly expanded to reflect the explosive growth of new media, this acclaimed and widely-adopted text offers practical guidance for those involved i
Advanced Media Planning
Language: en
Pages: 122
Authors: John R. Rossiter
Categories: Business & Economics
Type: BOOK - Published: 2011-06-27 - Publisher: Springer Science & Business Media

DOWNLOAD EBOOK

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 tha
The Media Handbook
Language: en
Pages: 236
Authors: Helen Katz
Categories: Business & Economics
Type: BOOK - Published: 2019-05-03 - Publisher: Routledge

DOWNLOAD EBOOK

The Media Handbook provides a practical introduction to the advertising, media planning, and buying processes. Emphasizing basic calculations and the practical