Authors: William B. Goodrich, Jack Z. Sissors
ISBN-13: 9780844235028, ISBN-10: 0844235024
Format: Paperback
Publisher: McGraw-Hill Companies, The
Date Published: February 2001
Edition: 5th Edition
In Jack Z. Sissors' thirty-plus years of teaching media planning strategy at Northwestern University, he created and edited The Journal of Media Planning and directed many influential media symposia. Previous to joining Northwestern, he worked for Leo Burnett and other advertising agencies.
Help your students master the skills and techniques needed to research, plan, and buy advertising media. By working through carefully constructed exercises, they'll learn how to apply their knowledge of how media are selected and make well-informed media buying decisions.
Over 30 assignments, complete with in-depth discussions, cover the entire range of media problems including market analysis, media analysis, and media strategy.
A well-written and researched slice of the famous war correspondent's peripatetic life. Focusing on Pyle's last years in Albuquerque, New Mexico, where he and his wife settled before his death in 1945, Melzer (history, U. of New Mexico-Valencia) tries to do with this biography what Pyle had done for the average foot soldier in World War II. He gives the reader a close and personal account of the man, written in a broad and "every man" language to appeal to the "average Joe" that Pyle so ardently typified in his own columns. Annotation c. Book News, Inc., Portland, OR (booknews.com)
Demographic and Index Numbers
Misleading Index Numbers Using Simmons for Selecting Primary Target Demographics Analyzing Product Usage Data Analyzing Market Data Sales & Marketing Management Survey of Buying Power Data Competitive Media Expenditure Analysis SRDS Media Information Market Selections Based on Sales Data Weighting BDI and CDI Data Understanding Coverage Cost-per-Thousand (CPM) Concepts Television Ratings Future Television Ratings/Audiences Broadcast Program Selection Reach and Frequency Reach and Frequency of a Combination of Media Vehicles Converting TV Household Data to Target Audience Reach and Frequency Reach and Frequency for Radio Reach and Frequency from Competitive Media Expenditure Data Determining Effective Frequency and Reach Gross Impressions in Media Planning Strategic Impressions Quintile and Frequency Distributions Delivering the Planned Objectives Writing Media Objectives Planning Media Strategy Media Plan Checklist Media Strategy Planning Problem An Annotated Media Plan for Lux Liquid Developing a Complete Media Plan Spot TV Planning Allocating an Advertising Budget to Spot TV Markets Spot TV Buying Problem Developing a Regional media Plan Evaluating a Media Plan