Advertising Media Planning, Seventh Edition
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The industry standard for 30 years—updated to include the newest developments in digitization and the three screens of videoApply the latest advertising technologiesBuild your brand in every mediumCreate 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.
PrefaceForewordChapter One Introduction to Media Planning: The Art of Matching Media to the Advertiser's Marketing Needs David L. Smith Smith, David L. 1Media: A Message Delivery System David L. Smith Smith, David L. 2Media Planning David L. Smith Smith, David L. 3The Changing Face of Media Planning David L. Smith Smith, David L. 4The Changing Role of Media Planners David L. Smith Smith, David L. 8Classes of Media David L. Smith Smith, David L. 10General Procedures in Media Planning David L. Smith Smith, David L. 15Principles for Selecting Media Vehicles David L. Smith Smith, David L. 19Problems in Media Planning David L. Smith Smith, David L. 21Chapter Two Sample Media Plan Presentation David L. Smith Smith, David L. 27Background to Hypothetical Plan David L. Smith Smith, David L. 28Media Objectives David L. Smith Smith, David L. 29Competitive Analysis David L. Smith Smith, David L. 30Target Audience Analysis David L. Smith Smith, David L. 34Media Habits David L. Smith Smith, David L. 35Media Selection Rationale David L. Smith Smith, David L. 39Media Strategy David L. Smith Smith, David L. 40Flowchart and Budget David L. Smith Smith, David L. 41Post-Buy Evaluation David L. Smith Smith, David L. 43Chapter Three The Relationship Among Media, Advertising, and Consumers David L. Smith Smith, David L. 45How Consumers Choose Media: Entertainment and Information David L. Smith Smith, David L. 45Interactive Television David L. Smith Smith, David L. 48Varied Relationships Between Audiences and Media David L. Smith Smith, David L. 48How Consumers Perceive Digital Advertising David L. Smith Smith, David L. 51How Audiences Process Information from Media David L. Smith Smith, David L. 51The Media's Importance in the Buying Process David L. Smith Smith, David L. 53Media Planning and the Marketing Mix David L. Smith Smith, David L. 54Exposure: The Basic Measurement of Media Audiences David L. Smith Smith, David L. 55Need for Better Media Vehicle Measurements David L. Smith Smith, David L. 57Response Function David L. Smith Smith, David L. 58Measuring Audiences to Advertising Vehicles David L. Smith Smith, David L. 59The Top Five Perennial Questions That Media Research Cannot Answer David L. Smith Smith, David L. 63Chapter Four Basic Measurements and Calculations David L. Smith Smith, David L. 67How Media Vehicles Are Measured David L. Smith Smith, David L. 67Nielsen Television Ratings David L. Smith Smith, David L. 68Arbitron Radio Ratings David L. Smith Smith, David L. 73Magazines and Newspapers David L. Smith Smith, David L. 74Internet David L. Smith Smith, David L. 75Out-of-Home David L. Smith Smith, David L. 77How the Data Are Interpreted David L. Smith Smith, David L. 77General Uses of Vehicle Audience Measurements David L. Smith Smith, David L. 78Various Concepts of Audience Measurements David L. Smith Smith, David L. 79Chapter Five Advanced Measurements and Calculations David L. Smith Smith, David L. 105GRPs David L. Smith Smith, David L. 106Gross Impressions David L. Smith Smith, David L. 107Reach David L. Smith Smith, David L. 110Frequency David L. Smith Smith, David L. 121Brief History of Effective Frequency David L. Smith Smith, David L. 132Summary David L. Smith Smith, David L. 138Chapter Six Marketing Strategy and Media Planning David L. Smith Smith, David L. 139What a Media Planner Needs to Know David L. Smith Smith, David L. 139Situation Analysis David L. Smith Smith, David L. 140Marketing Strategy Plan David L. Smith Smith, David L. 141Competitive Media Expenditure Analysis David L. Smith Smith, David L. 154Analyzing the Data David L. Smith Smith, David L. 164International Competitive Analysis David L. Smith Smith, David L. 166Managing Media Planning and Buying David L. Smith Smith, David L. 167Sources of Marketing Data David L. Smith Smith, David L. 168Chapter Seven Strategy Planning I: Who, Where, and When David L. Smith Smith, David L. 175Target Selection David L. Smith Smith, David L. 176Where to Advertise David L. Smith Smith, David L. 190When to Advertise David L. Smith Smith, David L. 205Chapter Eight Strategy Planning II: Weighting, Reach, Frequency, and Scheduling David L. Smith Smith, David L. 209Geographic Weighting David L. Smith Smith, David L. 209Reach and Frequency David L. Smith Smith, David L. 223Effective Frequency and Reach David L. Smith Smith, David L. 227Final Thoughts About Reach and Frequency David L. Smith Smith, David L. 232Scheduling David L. Smith Smith, David L. 233Chapter Nine Selecting Media Classes: Intermedia Comparisons David L. Smith Smith, David L. 237Comparing Media David L. Smith Smith, David L. 237Consumer Media Classes David L. Smith Smith, David L. 238Other Media David L. Smith Smith, David L. 267Intermedia Comparisons for Nonmeasured Media David L. Smith Smith, David L. 271Media Mix David L. Smith Smith, David L. 272Chapter Ten Principles of Planning Media Strategy David L. Smith Smith, David L. 277Media Strategy Concepts David L. Smith Smith, David L. 277What Media Planners Should Know Before Starting to Plan David L. Smith Smith, David L. 279Other Elements of Media Strategy David L. Smith Smith, David L. 283Creative Media Strategy David L. Smith Smith, David L. 286Choosing Media Strategies David L. Smith Smith, David L. 294Channel Planning Software David L. Smith Smith, David L. 300Chapter Eleven Evaluating and Selecting Media Vehicles David L. Smith Smith, David L. 303Determining Media Values for Magazines David L. Smith Smith, David L. 304Target Reach, Composition, and Cost-Efficiency David L. Smith Smith, David L. 304Other Media Values David L. Smith Smith, David L. 311Qualitative Values of Media David L. Smith Smith, David L. 319Ad Positions Within Media David L. Smith Smith, David L. 324Internet Media Vehicles David L. Smith Smith, David L. 327The Continuously Evolving Online World David L. Smith Smith, David L. 341Chapter Twelve Media Costs and Buying Problems David L. Smith Smith, David L. 343Some Considerations in Planning and Buying Media David L. Smith Smith, David L. 344Media Costs David L. Smith Smith, David L. 349Media-Buying Problems David L. Smith Smith, David L. 369Chapter Thirteen Setting and Allocating the Budget David L. Smith Smith, David L. 379Setting the Budget David L. Smith Smith, David L. 380Allocating the Advertising Budget David L. Smith Smith, David L. 389Chapter Fourteen Testing, Experimenting, and Media Planning David L. Smith Smith, David L. 397Tests arid Experiments David L. Smith Smith, David L. 391Test Marketing David L. Smith Smith, David L. 401Media Testing David L. Smith Smith, David L. 410Media Translations David L. Smith Smith, David L. 415Appendix: Media-Planning Resources on the Internet David L. Smith Smith, David L. 421Glossary David L. Smith Smith, David L. 429Index David L. Smith Smith, David L. 471
