• Sign In
  • Help
  • My Basket0
Advanced Media Planning (Paperback)
  • Advanced Media Planning (Paperback)

Advanced Media Planning (Paperback)

(author), (author)
Paperback 112 Pages / Published: 05/09/2012
  • We can order this

Usually despatched within 3 weeks

  • This item has been added to your basket

Check Marketplace availability

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/.

Publisher: Springer-Verlag New York Inc.
ISBN: 9781461346777
Number of pages: 112
Weight: 207 g
Dimensions: 235 x 155 x 7 mm
Edition: Softcover reprint of the original 1st ed. 199

You may also be interested in...

Web Marketing All-in-One For Dummies
Added to basket
Raving Fans!
Added to basket
The Challenger Sale
Added to basket
Facebook Marketing All-in-One For Dummies
Added to basket
Kapferer on Luxury
Added to basket
Added to basket
Sales for Non-Salespeople
Added to basket
The Fire Engine That Disappeared
Added to basket
Added to basket
Social Media Engagement For Dummies
Added to basket
Build a Brand in 30 Days
Added to basket
The Sell
Added to basket
Marketing For Dummies
Added to basket


Please sign in to write a review

Your review has been submitted successfully.