Advertising Media Planning, Sixth Edition
By Sissors, Jack Z. and Baron, Roger

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 advertising

Discussions 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 practices
  • An all-new hypothetical media plan, providing a top-down perspective on real-world media planning
  • Illustrative examples of the Internet and other new media integrated throughout the text

Advertising 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.

DOI: 10.1036/0844215635

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Author Biography

In Jack Z. Sissors' thirty-plus years of teaching media planning strategy at Northwestern University, he created and edited The Journal of Media Planning and directed many influential media symposia. Previous to joining Northwestern, he worked for Leo Burnett and other advertising agencies.

Advertising Media Planning, Sixth Edition
Author(s): Sissors, Jack Z. and Baron, Roger
ISBN: 0844215635
DOI: 10.1036/0844215635

Format: hardcover, 445 pages.
Pub date: 24 Jun 2002
Copyright: 2002
$79.95 US
Product Line: McGraw-Hill

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