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Advertising Media Planning

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The industry standard for 30 years—updated to include the newest developments in digitization and the three screens of video. • Apply 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 medi The industry standard for 30 years—updated to include the newest developments in digitization and the three screens of video. • Apply 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.


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The industry standard for 30 years—updated to include the newest developments in digitization and the three screens of video. • Apply 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 medi The industry standard for 30 years—updated to include the newest developments in digitization and the three screens of video. • Apply 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.

30 review for Advertising Media Planning

  1. 5 out of 5

    Mathew Lui

    An very useful starting point when designing a media plan. Jack Z. Sissors does a great job in breaking down what should go inside a media plan. However, the book is a tad outdated. But, still an excellent resource. If there is a more contemporary edition to be released post 2013, I will certainly upgrade.

  2. 4 out of 5

    Lauren Burrell

    Read this book for a college course. Like every other college student I sold it back for the little cash back. Now that I'm in the industry I wish I would've kept it. I may have to buy it again so I can reference back to it. Read this book for a college course. Like every other college student I sold it back for the little cash back. Now that I'm in the industry I wish I would've kept it. I may have to buy it again so I can reference back to it.

  3. 5 out of 5

    Hung Nguyen

    This is a must-have book for every media planner. even though its information is outdated but basic fundamental media knowledge is still well-conveyed through practical examples. Highly recommended and I will certainly upgrade.

  4. 4 out of 5

    Trâm Hoàng

    it is an interesting book

  5. 4 out of 5

    Crysta

    Very comprehensive and well organized. Boring to read, but an excellent reference.

  6. 4 out of 5

    John Natoli

    Did not complete this book - read much of it, now using it as a reference. Very technical.

  7. 5 out of 5

    Tom G

    THE definitive book on media planning.

  8. 4 out of 5

    Lori Grant

    A should-read book on advertising for the knowledge worker, manager, executive, or entrepreneur.

  9. 5 out of 5

    Wimbo Arif

  10. 4 out of 5

    Nayomi

  11. 5 out of 5

    Adhe

  12. 5 out of 5

    Sujane

  13. 4 out of 5

    Sammy Fallas

  14. 5 out of 5

    Stefan Schmager

  15. 4 out of 5

    Sonam Puri

  16. 4 out of 5

    Cann

  17. 5 out of 5

    Tom

  18. 5 out of 5

    Meri Beth

  19. 5 out of 5

    Re

  20. 4 out of 5

    Ayman Tayeh

  21. 4 out of 5

    Cole

  22. 4 out of 5

    Mayada AbouZeid

  23. 5 out of 5

    Frank Privette

  24. 4 out of 5

    Stockfish

  25. 4 out of 5

    Cynthia

  26. 4 out of 5

    Tim

  27. 4 out of 5

    Ankur Jain

  28. 5 out of 5

    Belinda

  29. 5 out of 5

    Sam

  30. 4 out of 5

    Susan

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