Advertising media planning

著者

• Sissors, Jack Zanville
• Baron, Roger B.
• Smith, David L.

書誌事項

Advertising media planning

Jack Z. Sissors and Roger B. Baron ; [foreword by David L. Smith]

McGraw-Hill, c2010

7th ed

注記

Includes index

内容説明・目次

内容説明

The industry standard for 30 years-updated to include the newest developments in digitization and the three screens of videoApply the latest advertising technologies Build your brand in every medium Create the right budget for each campaignThrough 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 abouttraditional media-including TV, radio, and print--while exploring the latest media forms, illustrated with majoradvertiser case histories. You'll find comprehensive coverage of the latest media planning and digitaltechnologies, 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 analysisThis 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 frontierof media planning.

目次

Contents Foreword by David L. Smith, CEO and Founder, Mediasmith Inc., San Francisco Preface CHAPTER ONE Introduction Media: A Message Delivery System Media Planning Changing Face of Media Planning Changing Role of Media Planners Classes of Media Traditional Mass Media Nontraditional Media Online Media Specialized Media General Procedures in Media Planning Principles for Selecting Media Vehicles Problems in Media Planning Insufficient Media Data Time Pressures Institutional Influences on Media Decisions Lack of Objectivity Measuring Advertising Effectiveness CHAPTER TWO Sample Media Plan Presentation Background to Hypothetical Plan Media Objectives Competitive Analysis Budgets Media Selection Timing of Media Delivery Target Audience Analysis Media Habits Media Selection Rationale Creative Media Options Media Strategy Flowchart and Budget Post-Buy Evaluation CHAPTER THREE The Relationship Among Media, Advertising, and Consumers How Consumers Choose Media: Entertainment and Information Strong Feelings Loyalty Media Usage and Subsequent Behavior Interactive Television Varied Relationships Between Audiences and Media Video Consumer Mapping Study 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 Measurements of Audiences to Advertising Vehicles Cost per Thousand Cost per Rating Point Is There a Better Way of Measurement? The Top Five Perennial Questions That Media Research Cannot Answer How Much is Enough? Which Medium is Most Effective? What is the Best Environment? Which is Better: Flighting or Continuity? When is My Commercial Worn Out? CHAPTER FOUR Basic Measurements and Calculations How Media Vehicles Are Measured Nielsen Television Ratings Proposed Set-Top Box (STB) Alternatives for Measuring Television Arbitron Radio Ratings Magazines and Newspapers Recent Reading Frequency of Reading Yesterday Reading Internet Out-of-Home How the Data is Interpreted General Uses of Vehicle Audience Measurements Various Concepts of Audience Measurements Actual or Potential Audience Size Measurements Print Circulation Measurements Audience Accumulation Audience Accumulation in Magazines Audience Accumulation in Broadcast Coverage Newspaper Coverage Magazine Coverage Local Television and Radio Coverage Spot Radio and Television Coverage in Multiple Markets Network Television Coverage Cable Television Coverage Internet Coverage Out-of-Home Media Coverage Households Using Television (HUT) Broadcast Impressions and Ratings Average Audience Rating The Three-Day Commercial Audience (C3) Rating Share of Audience CHAPTER FIVE Advanced Measurements and Calculations Gross Rating Points GRPs in Broadcast Media GRPs in Other Media Gross Impressions Reach Why Audience is Only Counted Once Types of Reach Relationship Between Reach and Coverage How Reach Builds over Time Reach in Print Media Multi-Media Reach Random Duplication Duplication Between Media Vehicles Frequency Frequency Distribution Weighted Frequency Distribution Relationship of Reach to Frequency Effective Frequency Response Curves and Effective Frequency Effective-Frequency Numbers Effective Reach: The Other Side of the Coin Brief History of Effective Frequency Naples Study Questions Regarding Effective-Frequency Research Is There a Need for Product Category Differentiation? Is There a Threshold? What is the Relationship Between Good Advertising and Effective Frequency? Does Advertising Wear out When There Is Too Much Frequency? Recency and the Shelf-Space Model of Media Planning Recent Studies of Effective Frequency Summary CHAPTER SIX Marketing Strategy and Media Planning What a Media Planner Needs to Know Situation Analysis Marketing Strategy Plan Marketing Objectives Marketing Mix and Strategy Budget Creative Strategy Dealers and Distribution Overall Sales Strategy Test Marketing Competitive Media Expenditure Analysis Principal Sources of Expenditure Data Nielsen Monitor-Plus Syndicated Reports Custom Competitive Reports Online Buzz Gathering and Assembling the Data Analyzing the Data Using Competitive Media Expenditure Analyses International Competitive Analysis Managing Media Planning and Buying Sources of Marketing Data Major Data Services Other Sources of Data CHAPTER SEVEN Strategy Planning I: Who, Where, and When Target Selection Index Number Analysis Lifestyle Analysis Storyfinder Psychographics, Attitudes and Buying Styles Leisure Styles and Consumer Innovators Focus Groups Where to Advertise Classification of Geographic Areas Designated Market Area (DMA) Core Based Statistical Areas (CBSA) Metropolitan and Micropolitan Statistical Areas (MSA and SA) City Zone and Retail Trading Zone Newspaper Designated Market Sales Analysis Product Usage by DMA Addressability Heavy-User Data Buying Power Indices Brand Development Index (BDI) Category Development Index (CDI) Weighted BDIs and CDIs Using Buying Power Indices Cutoff Points When to Advertise Monthly Sales Patterns Budget Constraints Competitive Activities Specific Goals for the Brand Product Availability Promotional Requirements CHAPTER EIGHT Strategy Planning II: Weighting, Reach, Frequency, and Scheduling Geographic Weighting Forms of Weighting Share of Voice (Message Weight Distribution) Guidelines for Geographic Weighting Case Study 8-2 Weighting Markets on the Basis of Minimum BDIs and CDIs Reach and Frequency When to Emphasize Reach When to Emphasize Frequency Effective Frequency and Reach Final Thoughts about Reach and Frequency Scheduling Continuity Flighting Pulsing CHAPTER NINE Selecting Media Classes: Intermedia Comparisons Comparing Media Consumer Media Classes Newspapers-Reasons for Using Newspapers-Limitations Magazines-Reasons for Using Magazines-Limitations Newspaper Supplements-Reasons for Using Newspaper Supplements-Limitations Television-Reasons for Using Television-Limitations Cable TV-Reasons for Using Cable TV-Limitations Product placement TV - Reasons for Using Product placement TV - Limitations Radio-Reasons for Using Radio-Limitations Internet display-Reasons for Using Internet display-Limitations Sponsored search (SEM) - Reasons for Using Sponsored search (SEM) - Limitations Mobile digital - Reasons for Using Mobile digital - Limitations Direct Mail-Reasons for Using Direct Mail-Limitations Outdoor Advertising-Reasons for Using Outdoor Advertising-Limitations Transit Media-Reasons for Using Transit Media-Limitations Out-of-home Video - Reasons for Using Out-of-home Video - Limitations New Media Concepts Place-Based Media Database Media Planning Cross-Media (or Multimedia Integration) Intermedia Comparisons for Nonmeasured Media Media Mix When to Use a Media Mix Criteria for Media Selection Beyond the Numbers CHAPTER TEN Principles of Planning Media Strategy Media Strategy Concepts Dominant Brand Presence in Media Advertise When People Are Buying Creative Strategy's Impact on Media Strategy Alternative Media Strategies What Media Planners Should Know Before Starting to Plan Marketing Problems Recommended Actions Complexities of a Strategy How the Product Will Be Sold How Advertising Sells a Product to One Customer How to Neutralize the Competition's Strategy Cost of Strategies Other Elements of Media Strategy Media Targets Creative Strategy Reach and Frequency Continuity Budget Constraints Creative Media Strategy Guidelines for a Creative Media Strategy Examples of Creative Media Strategies Media Strategy Is Not Science Relationships Among Reach, Frequency, Continuity, Number of Markets, and Ad Size Weighing Alternatives Setting Priorities Choosing Media Strategies Prevailing Wisdom Typical Media Strategies and Alternatives Channel Planning Software CHAPTER ELEVEN Evaluating and Selecting Media Vehicles Determining Media Values for Magazines Target Reach, Composition, and Cost-Efficiency Magazine Planning Process Other Media Values Secondary Audiences Editorial Environment Special Opportunities in Magazines Media Comparatives Position Alternatives Advertising Clutter and Product Protection Circulation Trends Advertising Copy Checking and Product Restrictions Response to Coupons, Information, or Recipes Available Discounts Geographic Flexibility Issue-to-issue Volatility Qualitative Values of Media Types of Qualitative Values Subjective Qualitative Values Using Qualitative Values Ad Positions Within Media Problems of Positioning Research Some Position Effects Internet Media Vehicles Evaluating and Selecting Internet Media Buying Internet Display Advertising Buying Internet Search Advertising A Continuously Evolving Online World CHAPTER TWELVE Media Costs and Buying Problems Some Considerations in Planning and Buying Media Media Costs Television Cable TV Magazines Newspapers Radio Internet Out-of-Home Media Media-Buying Problems Network TV Buying Network TV Spot TV Syndicated TV Cable TV Magazines Newspapers Radio Internet CHAPTER THIRTEEN Setting and Allocating the Budget Setting the Budget Traditional Methods of Budget Setting Experimental Methods of Budget Setting Factors in Determining the Size of an Advertising Budget Allocating the Advertising Budget Geographic Allocations Payout Planning CHAPTER FOURTEEN Testing, Experimenting, and Media Planning Tests and Experiments Why Test or Experiment? How They Differ Which Is Better? Market Mix Modeling Test Marketing Purposes of Test Marketing Advertiser-Run Market Tests Research Designs Used in Test Marketing Media Testing Types of Media Testing Requirements for Selecting Media Test Markets Media Translations Little U.S.A. versus "As It Falls" Philosophy Translations in Radio and Television Translations in Print What Successful Media Tests Have In Common APPENDIX 1: Media-Planning Resources on the Internet General Media-Planning Sites Single Source Media/Marketing Research Sites Broadcast-Planning Sites Print-Planning Sites Outdoor-Planning Sites Internet-Planning Sites Advertising Publication Sites Advertising Industry Sites GLOSSARY INDEX

「Nielsen BookData」 より

詳細情報

• NII書誌ID(NCID): BB09753803
• ISBN:
  • 9780071703123
• LCCN: 2010004379
• 出版国コード: us
• タイトル言語コード: eng
• 本文言語コード: eng
• 出版地: New York
• ページ数/冊数: xiv, 480 p.
• 大きさ: 24 cm
• 分類:
  • LCC : HF5826.5
  • DC22 : 659.1/11
• 件名:
  • LCSH : Advertising media planning