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Advertising Media Planning, Seventh Edition

Advertising Media Planning, Seventh Edition
Author: Jack Z. Sissors - Roger B. Baron
ISBN 13: 9780071703123
ISBN 10: 71703128
Edition: 7th
Publisher: McGraw-Hill Education
Publication Date: 2010-08-06
Format: Hardcover
Pages: 496
List Price: $90.00

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.