Advertising Media Planning, Seventh Edition »

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.

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.

Preface

Foreword

Chapter One Introduction to Media Planning: The Art of Matching Media to the Advertiser's Marketing Needs David L. Smith Smith, David L. 1

Media: A Message Delivery System David L. Smith Smith, David L. 2

Media Planning David L. Smith Smith, David L. 3

The Changing Face of Media Planning David L. Smith Smith, David L. 4

The Changing Role of Media Planners David L. Smith Smith, David L. 8

Classes of Media David L. Smith Smith, David L. 10

General Procedures in Media Planning David L. Smith Smith, David L. 15

Principles for Selecting Media Vehicles David L. Smith Smith, David L. 19

Problems in Media Planning David L. Smith Smith, David L. 21

Chapter Two Sample Media Plan Presentation David L. Smith Smith, David L. 27

Background to Hypothetical Plan David L. Smith Smith, David L. 28

Media Objectives David L. Smith Smith, David L. 29

Competitive Analysis David L. Smith Smith, David L. 30

Target Audience Analysis David L. Smith Smith, David L. 34

Media Habits David L. Smith Smith, David L. 35

Media Selection Rationale David L. Smith Smith, David L. 39

Media Strategy David L. Smith Smith, David L. 40

Flowchart and Budget David L. Smith Smith, David L. 41

Post-Buy Evaluation David L. Smith Smith, David L. 43

Chapter Three The Relationship Among Media, Advertising, and Consumers David L. Smith Smith, David L. 45

How Consumers Choose Media: Entertainment and Information David L. Smith Smith, David L. 45

Interactive Television David L. Smith Smith, David L. 48

Varied Relationships Between Audiences and Media David L. Smith Smith, David L. 48

How Consumers Perceive Digital Advertising David L. Smith Smith, David L. 51

How Audiences Process Information from Media David L. Smith Smith, David L. 51

The Media's Importance in the Buying Process David L. Smith Smith, David L. 53

Media Planning and the Marketing Mix David L. Smith Smith, David L. 54

Exposure: The Basic Measurement of Media Audiences David L. Smith Smith, David L. 55

Need for Better Media Vehicle Measurements David L. Smith Smith, David L. 57

Response Function David L. Smith Smith, David L. 58

Measuring Audiences to Advertising Vehicles David L. Smith Smith, David L. 59

The Top Five Perennial Questions That Media Research Cannot Answer David L. Smith Smith, David L. 63

Chapter Four Basic Measurements and Calculations David L. Smith Smith, David L. 67

How Media Vehicles Are Measured David L. Smith Smith, David L. 67

Nielsen Television Ratings David L. Smith Smith, David L. 68

Arbitron Radio Ratings David L. Smith Smith, David L. 73

Magazines and Newspapers David L. Smith Smith, David L. 74

Internet David L. Smith Smith, David L. 75

Out-of-Home David L. Smith Smith, David L. 77

How the Data Are Interpreted David L. Smith Smith, David L. 77

General Uses of Vehicle Audience Measurements David L. Smith Smith, David L. 78

Various Concepts of Audience Measurements David L. Smith Smith, David L. 79

Chapter Five Advanced Measurements and Calculations David L. Smith Smith, David L. 105

GRPs David L. Smith Smith, David L. 106

Gross Impressions David L. Smith Smith, David L. 107

Reach David L. Smith Smith, David L. 110

Frequency David L. Smith Smith, David L. 121

Brief History of Effective Frequency David L. Smith Smith, David L. 132

Summary David L. Smith Smith, David L. 138

Chapter Six Marketing Strategy and Media Planning David L. Smith Smith, David L. 139

What a Media Planner Needs to Know David L. Smith Smith, David L. 139

Situation Analysis David L. Smith Smith, David L. 140

Marketing Strategy Plan David L. Smith Smith, David L. 141

Competitive Media Expenditure Analysis David L. Smith Smith, David L. 154

Analyzing the Data David L. Smith Smith, David L. 164

International Competitive Analysis David L. Smith Smith, David L. 166

Managing Media Planning and Buying David L. Smith Smith, David L. 167

Sources of Marketing Data David L. Smith Smith, David L. 168

Chapter Seven Strategy Planning I: Who, Where, and When David L. Smith Smith, David L. 175

Target Selection David L. Smith Smith, David L. 176

Where to Advertise David L. Smith Smith, David L. 190

When to Advertise David L. Smith Smith, David L. 205

Chapter Eight Strategy Planning II: Weighting, Reach, Frequency, and Scheduling David L. Smith Smith, David L. 209

Geographic Weighting David L. Smith Smith, David L. 209

Reach and Frequency David L. Smith Smith, David L. 223

Effective Frequency and Reach David L. Smith Smith, David L. 227

Final Thoughts About Reach and Frequency David L. Smith Smith, David L. 232

Scheduling David L. Smith Smith, David L. 233

Chapter Nine Selecting Media Classes: Intermedia Comparisons David L. Smith Smith, David L. 237

Comparing Media David L. Smith Smith, David L. 237

Consumer Media Classes David L. Smith Smith, David L. 238

Other Media David L. Smith Smith, David L. 267

Intermedia Comparisons for Nonmeasured Media David L. Smith Smith, David L. 271

Media Mix David L. Smith Smith, David L. 272

Chapter Ten Principles of Planning Media Strategy David L. Smith Smith, David L. 277

Media Strategy Concepts David L. Smith Smith, David L. 277

What Media Planners Should Know Before Starting to Plan David L. Smith Smith, David L. 279

Other Elements of Media Strategy David L. Smith Smith, David L. 283

Creative Media Strategy David L. Smith Smith, David L. 286

Choosing Media Strategies David L. Smith Smith, David L. 294

Channel Planning Software David L. Smith Smith, David L. 300

Chapter Eleven Evaluating and Selecting Media Vehicles David L. Smith Smith, David L. 303

Determining Media Values for Magazines David L. Smith Smith, David L. 304

Target Reach, Composition, and Cost-Efficiency David L. Smith Smith, David L. 304

Other Media Values David L. Smith Smith, David L. 311

Qualitative Values of Media David L. Smith Smith, David L. 319

Ad Positions Within Media David L. Smith Smith, David L. 324

Internet Media Vehicles David L. Smith Smith, David L. 327

The Continuously Evolving Online World David L. Smith Smith, David L. 341

Chapter Twelve Media Costs and Buying Problems David L. Smith Smith, David L. 343

Some Considerations in Planning and Buying Media David L. Smith Smith, David L. 344

Media Costs David L. Smith Smith, David L. 349

Media-Buying Problems David L. Smith Smith, David L. 369

Chapter Thirteen Setting and Allocating the Budget David L. Smith Smith, David L. 379

Setting the Budget David L. Smith Smith, David L. 380

Allocating the Advertising Budget David L. Smith Smith, David L. 389

Chapter Fourteen Testing, Experimenting, and Media Planning David L. Smith Smith, David L. 397

Tests arid Experiments David L. Smith Smith, David L. 391

Test Marketing David L. Smith Smith, David L. 401

Media Testing David L. Smith Smith, David L. 410

Media Translations David L. Smith Smith, David L. 415

Appendix: Media-Planning Resources on the Internet David L. Smith Smith, David L. 421

Glossary David L. Smith Smith, David L. 429

Index David L. Smith Smith, David L. 471