Advertising Media Planning by Jack Z Sissors
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 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.
Jim Surmanek has more than 30 years of advertising experience and held executive-level media management positions with Ogilvy & Mather, J. Walter Thompson, and other advertising giants. He is also the author of Media Planning, 3rd Edition; Introduction to Advertising Media; and other media planning guidebooks.
| SKU | Unavailable |
| ISBN 13 | 9780844231570 |
| ISBN 10 | 0844231576 |
| Title | Advertising Media Planning |
| Author | Jack Z Sissors |
| Condition | Unavailable |
| Publisher | NTC Publishing Group,U.S. |
| Year published | 1987-10-01 |
| Cover note | Book picture is for illustrative purposes only, actual binding, cover or edition may vary. |
| Note | Unavailable |