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The industry standard for 30 years—updated to include the newest developments in digitization
and the three screens of video
4Apply the latest advertising technologies
4Build your brand in every medium
4Create the right budget for each campaign
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.
Completely revised and updated, new material in the seventh edition includes:
4How to balance your presence in all media.
4DVR Penetration now 30% - HDTV penetration now 29%
4Streaming video that offers viewers TV programs anytime – HULU, NBC.COM, etc.
4Mobile Internet – the changing nature of the telephone – GPS linkage
4Differences in planning/buying online versus traditional media
4Integration of national databases (Experion, Claritas) with traditional media research – the
Quest custom analysis with Claritas.
4Online reach/frequency – WebRF, Comscore Campaign RF, new internet analytics
ISBN : 9780071071017
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Pages : 492
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