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The bible of media planning for more than 25 years, Advertising Media Planning gives you the proven essentials of planning, purchasing, and evaluating the effectiveness of advertisingDiscussions of media planning as the "noncreative" side of advertising miss the boat entirely. A successful media plan requires creative decisions on media, time frames, dollar distribution, and more. In addition to having in-depth knowledge of available media resources, the best media planners must also be strategic experts in marketing, advertising, research, and finance.Through five previous editions, Advertising Media Planning has proven to be essential to the success of both practicing and aspiring media planners. Now in its sixth edition, it continues to provide valuable insight and comprehensive coverage of media plan construction, reach and continuity measurement, and more, along with timely updates that include:The latest in academic research and professional best practicesAn all-new hypothetical media plan, providing a top-down perspective on real-world media planningIllustrative examples of the Internet and other new media integrated throughout the textAdvertising Media Planning explains the complexities of planning in a fast-moving, noncomplex style. As we enter the new century of transformed advertising techniques and marketing challenges, this all-inclusive yet highly readable reference--an artful blend of long-standing fundamentals and the latest tools and approaches--remains the one must-have resource for anyone interested in creative, results-based media planning and buying.
Contents
Foreword by Erwin Ephron,Founder & PresidentEphron, Papazian & Ephron, Inc AcknowledgmentsChapter 1: IntroductionMedia: A Message Delivery SystemMedia PlanningChanging Face of Media PlanningChanging Role of Media PlannersMedia ClassesTraditional Mass MediaNontraditional MediaSpecialized MediaDifferent Kinds of Media CategoriesGeneral Procedures in Media PlanningPrinciples for Selecting Media VehiclesProblems in Media PlanningInsufficient Media DataTime PressuresExternal InfluencesLack of ObjectivityMeasuring Advertising EffectivenessChapter 2: Sample Media PlanBackground to Hypothetical PlanMedia ObjectivesCompetitive AnalysisBudgetsMedia SelectionTiming of Media DeliveryTarget Audience AnalysisMedia HabitsMedia Selection RationaleCreative Media OptionsMedia StrategyFlowchart and BudgetPost-Buy EvaluationChapter 3: The Relationship Between Media, Advertising, and ConsumersHow Consumers Choose Media: Evaluating ContentStrong FeelingsLoyaltyMedia Usage and Subsequent BehaviorVaried Relationships between Audiences and MediaHow Consumers Perceive Internet AdvertisingHow Audiences Process Information from MediaMedia's Importance in the Buying ProcessMedia Planning and the Marketing MixExposure: The Basic Measurement of Media AudiencesNeed for Better Media Vehicle MeasurementsResponse FunctionMeasurements of Audiences to Advertising in VehiclesCost per ThousandCost per Rating PointIs There a Better Way?Chapter 4: Basic Measurements and CalculationsHow Media Vehicles are MeasuredTelevision and RadioMagazines and NewspapersInternetOut-of-HomeHow the Data are InterpretedVarious Concepts of Audience MeasurementsGeneral Uses of Vehicle Audience MeasurementsActual or Potential Audience Size MeasurementsAudience AccumulationCoverageHouseholds Using TelevisionBroadcast RatingsChapter 5: Advanced Measurements and CalculationsGross Ratings PointsGRPs in Broadcast MediaGRPs in Other MediaGross ImpressionsReachWhy Audience is Only Counted OnceKinds of ReachRelationship of Reach to CoverageHow Reach Builds Over TimeReach in Print Media FrequencyFrequency DistributionThe Relationship of Reach to FrequencyEffective FrequencyResponse Curves and Effective FrequencyEffective Frequency NumbersEffective Reach: The Other Side of the CoinBrief History of Effective FrequencyNaples StudyQuestions Regarding Effective Frequency ResearchIs 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?How Much Vehicle Exposure Equals Advertising Exposure?Should Media Planning Be Based on Purchasing Cycles?Recency and the Shelf-Space Model of Media PlanningSummaryChapter 6: Marketing Strategy and Media PlanningWhat a Media Planner Needs to KnowSituation AnalysisMarketing Strategy PlanMarketing ObjectivesMarketing Mix and StrategyBudgetCreative StrategyDealers and DistributionOverall Sales StrategyTest MarketingCompetitive Media Expenditure AnalysisMajor Expenditure Data SourcesCMR Monitored Media/Syndicated ReportsGathering and Assembling the DataAnalyzing the DataUsing Competitive Media Expenditure AnalysesSources of Marketing DataMajor Data ServicesOther Sources of DataSingle-Source Marketing DataLimitations of Available DataAppendix 6A: Media Planning Resources on the InternetGeneral Media Planning SitesBroadcast Planning SitesPrint Planning SitesOutdoor Planning SitesInternet Planning SitesAdvertising Publication SitesAdvertising Industry SitesAdvertising Term/Glossary SitesChapter 7: Strategy Planning I: Who, Where, and WhenTarget Selection (Who)Index Number AnalysisLifestyle AnalysisWhere to AdvertiseClassification of Geographic AreasSales AnalysisHeavy User DataBuying Power IndicesCut-Off PointsWhen to AdvertiseMonthly Sales AnalysisBudget ConstraintsCompetitive ActivitiesSpecific Goals for the BrandProduct AvailabilityPromotional RequirementsChapter 8: Strategy Planning II: Weighting, Reach, Frequency, and SchedulingGeographic WeightingDifferent Forms of WeightingShare of Voice (Message Weight Distribution)Guidelines for Geographic WeightingCase Study 8-1: Allocating Weights to Spot TV Markets on a Pro-Rata BasisCase Study 8-2: Weighting Markets on the Basis of Minimum BDIs and CDIsCase Study 8-3: Weighting Markets by Combining Quantitative and Qualitative Values for Each MarketReach and FrequencyWhen to Emphasize ReachWhen to Emphasize FrequencyEffective Frequency and ReachCase Study 8-4: How to Set Effective Frequency LevelsSchedulingContinuityFlightingPulsingChapter 9: Selecting Media Classes: Intermedia ComparisonsIntermedia ComparisonsConsumer Media ClassesNewspapers-Reasons for UsingNewspapers-LimitationsMagazines-Reasons for UsingMagazines-LimitationsNewspaper Supplements-Reasons for UsingNewspaper Supplements-LimitationsTelevision-Reasons for UsingTelevision-LimitationsRadio-Reasons for UsingRadio-LimitationsInternet-Reasons for UsingInternet-LimitationsDirect Mail-Reasons for UsingDirect Mail-LimitationsTelemarketing-Reasons for UsingTelemarketing-LimitationsOutdoor Advertising-Reasons for UsingOutdoor Advertising-LimitationsTransit Media-Reasons for UsingTransit Media-LimitationsCable TV-Reasons for UsingCable TV-LimitationsNew Media ConceptsCross-Media (or Multimedia Integration)Database Media PlanningPlace-based MediaIntermedia Comparisons for Nonmeasured MediaMedia MixEstimating Media Reach and FrequencyWhen to Use a Media MixCriteria for Media Selection beyond the NumbersChapter 10: Principles of Planning Media StrategyMedia Strategy ConceptsDominant Brand Presence in MediaAdvertise When People Are BuyingCreative Strategy's Impact on Media StrategyAlternative Media StrategiesWhat Media Planners Should Know Before Starting to PlanMarketing ProblemsRecommended ActionsComplexities of a StrategyHow the Product Will Be SoldHow Advertising Sells a Product to One CustomerHow to Neutralize the Competition's StrategyCost of StrategiesOther Elements of Media StrategyMedia TargetsCreative StrategyReach and FrequencyContinuityBudget ConstraintsCreative Media StrategyGuidelines for Creative Media StrategyExamples of Media StrategiesMedia Strategy Is Not a ScienceRelationships among Reach, Frequency, Continuity, Numbers of Markets and Ad SizeWeighing AlternativesSetting PrioritiesChoosing Media StrategiesPrevailing WisdomResearch into Effective Media StrategiesTypical Media Strategies and AlternativesCase Study 10-1: Planning a Cross-Media StrategyChapter 11: Evaluating and Selecting Media VehiclesDetermining Media Values for MagazinesTarget Reach, Composition and Cost EfficiencyMagazine Planning ProcessOther Media ValuesSecondary AudiencesEditorial EnvironmentSpecial Opportunities in MagazinesMedia ImperativesPosition AlternativesCirculation TrendsAdvertising Copy Checking and Product RestrictionsResponse to Coupons, Information, or RecipesAvailable DiscountFlexibilityColor QualityQualitative Measures of MediaTypes of Qualitative ValuesUsing Qualitative ValuesAd Positions within MediaProblems of Positioning ResearchSome Position EffectsInternet Media VehiclesEvaluating and Selecting Internet MediaBuying Internet MediaInternet Still in Its InfancyChapter 12: Media Costs and Buying ProblemsSome Considerations in Planning and Buying MediaMedia CostsTelevisionCable TVMagazinesNewspapersRadioInternetOut-of-Home MediaMedia Buying ProblemsNetwork TVBuying Network TVSpot TVSyndicated TVCable TVMagazinesNewspapersRadioInternetChapter 13: Setting and Allocating the BudgetSetting the BudgetTraditional Methods of Setting BudgetsExperimental Methods of Setting BudgetsFactors in Determining the Size of an Advertising BudgetAllocating the Advertising BudgetGeographic AllocationsPayout PlanningChapter 14: Testing, Experimenting and Media PlanningTests and ExperimentsWhy Test or Experiment?How They DifferWhich is Better?Market Mix ModelingTest MarketingPurposes of Test MarketingAdvertiser-Run Market TestsResearch Designs Used in Test MarketingMedia TestingTypes of Media TestingRequirements for Selecting Media Test MarketsMedia TranslationsLittle U.S.A. versus As It Falls PhilosophyTranslations in Radio and TelevisionTranslations in PrintGlossary of TermsNER(01): WOW
