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Advertising Media Planning, 7/E

저 자     : Sissors
I S B N   : 9780071703123
출 판 년 : 2010
페 이 지 : 496p, Hardcover
출 판 사 : McGraw Hill
가 격     : \85,000
주 문     : 신청수량 :  권 [주문하기] [돌아가기]
소 개

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.



차 례

Chapter One: Introduction to Media Planning: The Art of Matching Media to the Advertiser's Marketing Needs
Media: A Message Delivery System
Media Planning
The Changing Face of Media Planning
The Changing Role of Media Planners
Classes of Media
General Procedures in Media Planning
Principles for Selecting Media Vehicles
Problems in Media Planning
Chapter Two: Sample Media Plan Presentation
Background to Hypothetical Plan
Media Objectives
Competitive Analysis
Target Audience Analysis
Media Habits
Media Selection Rationale
Media Strategy
Flowchart and Budget
Post-Buy Evaluation
Chapter Three: The Relationship Among Media, Advertising, and Consumers
How Consumers Choose Media: Entertainment and Information
Interactive Television
Varied Relationships Between Audiences and Media
How Consumers Perceive Digital Advertising
How Audiences Process Information from Media
The Media's Importance in the Buying Process
Media Planning and the Marketing Mix
Exposure: The Basic Measurement of Media Audiences
Need for Better Media Vehicle Measurements
Response Function
Measuring Audiences to Advertising Vehicles
The Top Five Perennial Questions That Media Research Cannot Answer
Chapter Four: Basic Measurements and Calculations
How Media Vehicles Are Measured
Nielsen Television Ratings
Arbitron Radio Ratings D
Magazines and Newspapers
Internet
Out-of-Home
How the Data Are Interpreted
General Uses of Vehicle Audience Measurements
Various Concepts of Audience Measurements
Chapter Five: Advanced Measurements and Calculations
GRPs
Gross Impressions
Reach
Frequency
Brief History of Effective Frequency
Summary
Chapter Six: Marketing Strategy and Media Planning
What a Media Planner Needs to Know
Situation Analysis
Marketing Strategy Plan
Competitive Media Expenditure Analysis
Analyzing the Data
International Competitive Analysis
Managing Media Planning and Buying
Sources of Marketing Data
Chapter Seven: Strategy Planning I: Who, Where, and When
Target Selection
Where to Advertise
When to Advertise
Chapter Eight: Strategy Planning II: Weighting, Reach, Frequency, and Scheduling
Geographic Weighting
Reach and Frequency
Effective Frequency and Reach
Final Thoughts About Reach and Frequency
Scheduling
Chapter Nine: Selecting Media Classes: Intermedia Comparisons
Comparing Media
Consumer Media Classes
Other Media
Intermedia Comparisons for Nonmeasured Media
Media Mix
Chapter Ten: Principles of Planning Media Strategy
Media Strategy Concepts
What Media Planners Should Know Before Starting to Plan
Other Elements of Media Strategy
Creative Media Strategy
Choosing Media Strategies
Channel Planning Software
Chapter Eleven: Evaluating and Selecting Media Vehicles
Determining Media Values for Magazines
Target Reach, Composition, and Cost-Efficiency
Other Media Values
Qualitative Values of Media
Ad Positions Within Media
Internet Media Vehicles
The Continuously Evolving Online World
Chapter Twelve: Media Costs and Buying Problems
Some Considerations in Planning and Buying Media
Media Costs
Media-Buying Problems
Chapter Thirteen: Setting and Allocating the Budget
Setting the Budget
Allocating the Advertising Budget
Chapter Fourteen: Testing, Experimenting, and Media Planning
Tests arid Experiments
Test Marketing
Media Testing
Media Translations



저 자

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.


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