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Index
Preface
Foreword
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
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 and Experiments
Test Marketing
Media Testing
Media Translations
Appendix: Media-Planning Resources on the Internet
Glossary
Index
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