Advertising Media Planning, Seventh Edition

Advertising Media Planning, Seventh Edition (English, Paperback, Baron Roger)

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Advertising Media Planning, Seventh Edition  (English, Paperback, Baron Roger)

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    Highlights
    • Language: English
    • Binding: Paperback
    • Publisher: McGraw Hill Education India
    • Genre: Non-Classifiable
    • ISBN: 9780071071017, 9780071071017
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  • Description

    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.

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    Specifications
    Book Details
    Imprint
    • India Professional
    Contributors
    Author Info
    • Jack Z. Sissors was a professor of media planning and strategy at Northwestern University. He created and edited The Journal of Media Planning and spent many years at Leo Burnett and other top advertising agencies. Roger B. Baron is senior vice president and director of media research at DRAFTFCB, whose clients include SC Johnson, MillerCoors Brewing Company, Boeing Aircraft, State Farm Auto Insurance, Taco Bell, and Merck Pharmaceuticals. He is a former media director and now member of the Media Rating Council, the Market Research Council, and the Advertising Research Foundation. He lives in Chicago, IL.
    Dimensions
    Width
    • 66 mm
    Height
    • 609 mm
    Length
    • 469 mm
    Weight
    • 362 gr
    Frequently Bought Together
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    Ratings & Reviews
    4.4
    16 Ratings &
    3 Reviews
    • 5
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    5

    A must for budding planners

    It's a great book about media planning. Though there are few other books as well which are available on Media and advertising however, the simplistic approach by author is indisputable. I would recommend to all the people who are will do opt their career is media planner or advertising planning.
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    Nikhil Kapoor

    Certified Buyer, Mumbai

    Feb, 2014

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    5

    Simply awesome

    good
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    Rohan Mehra

    Certified Buyer, Mumbai

    Jan, 2017

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    5

    Digital Marketer @ 2013 Read this book

    When I am planning for campaigns I am having a lot of doubts on online media planning. Without having a Business Degree I always think it's a risky task. "Advertising Media Planning" is the best book ever to know about media buying, media management.
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    KISHORE KANKIPATI

    Certified Buyer

    May, 2013

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