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Produktbild: Advrtsng Media Plng 7e

Advrtsng Media Plng 7e Forew. by David L. Smith

128,29 €

inkl. gesetzl. MwSt., Versandkostenfrei

Beschreibung

Produktdetails

Einband

Gebundene Ausgabe

Erscheinungsdatum

02.04.2010

Abbildungen

Illustrationen, nicht spezifiziert

Verlag

MCGRAW-HILL Professional

Seitenzahl

496

Maße (L/B/H)

24,1/19,6/3,1 cm

Gewicht

1111 g

Auflage

7. Auflage

Sprache

Englisch

ISBN

978-0-07-170312-3

Beschreibung

Produktdetails

Einband

Gebundene Ausgabe

Erscheinungsdatum

02.04.2010

Abbildungen

Illustrationen, nicht spezifiziert

Verlag

MCGRAW-HILL Professional

Seitenzahl

496

Maße (L/B/H)

24,1/19,6/3,1 cm

Gewicht

1111 g

Auflage

7. Auflage

Sprache

Englisch

ISBN

978-0-07-170312-3

Herstelleradresse

Libri GmbH
Europaallee 1
36244 Bad Hersfeld
DE

Email: gpsr@libri.de

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  • Produktbild: Advrtsng Media Plng 7e
  • Contents
    Foreword by David L. Smith, CEO and Founder, Mediasmith Inc., San Francisco
    Preface
    CHAPTER ONE
    Introduction
    Media: A Message Delivery System
    Media Planning
    Changing Face of Media Planning
    Changing Role of Media Planners
    Classes of Media
    Traditional Mass Media
    Nontraditional Media
    Online Media
    Specialized Media
    General Procedures in Media Planning
    Principles for Selecting Media Vehicles
    Problems in Media Planning
    Insufficient Media Data
    Time Pressures
    Institutional Influences on Media Decisions
    Lack of Objectivity
    Measuring Advertising Effectiveness
    CHAPTER TWO
    Sample Media Plan Presentation
    Background to Hypothetical Plan
    Media Objectives
    Competitive Analysis
    Budgets
    Media Selection
    Timing of Media Delivery
    Target Audience Analysis
    Media Habits
    Media Selection Rationale
    Creative Media Options
    Media Strategy
    Flowchart and Budget
    Post-Buy Evaluation
    CHAPTER THREE
    The Relationship Among Media, Advertising, and Consumers
    How Consumers Choose Media: Entertainment and Information

    Strong Feelings Loyalty
    Media Usage and Subsequent Behavior
    Interactive Television
    Varied Relationships Between Audiences and Media
    Video Consumer Mapping Study
    How Consumers Perceive Digital Advertising
    How Audiences Process Information from Media
    The Media's Importance in the Buying Process
    Media Planning and the Marketing Mix
    Exposure: The Basic Measurement of Media Audiences
    Need for Better Media Vehicle Measurements
    Response Function
    Measurements of Audiences to Advertising Vehicles
    Cost per Thousand
    Cost per Rating Point
    Is There a Better Way of Measurement?
    The Top Five Perennial Questions That Media Research Cannot Answer
    How Much is Enough?
    Which Medium is Most Effective?
    What is the Best Environment?
    Which is Better: Flighting or Continuity?
    When is My Commercial Worn Out?
    CHAPTER FOUR
    Basic Measurements and Calculations
    How Media Vehicles Are Measured
    Nielsen Television Ratings
    Proposed Set-Top Box (STB) Alternatives for Measuring Television
    Arbitron Radio Ratings
    Magazines and Newspapers
    Recent Reading
    Frequency of Reading
    Yesterday Reading
    Internet
    Out-of-Home
    How the Data is Interpreted
    General Uses of Vehicle Audience Measurements
    Various Concepts of Audience Measurements
    Actual or Potential Audience Size Measurements
    Print Circulation Measurements
    Audience Accumulation
    Audience Accumulation in Magazines
    Audience Accumulation in Broadcast
    Coverage
    Newspaper Coverage
    Magazine Coverage
    Local Television and Radio Coverage
    Spot Radio and Television Coverage in Multiple Markets
    Network Television Coverage
    Cable Television Coverage
    Internet Coverage
    Out-of-Home Media Coverage
    Households Using Television (HUT)
    Broadcast Impressions and Ratings
    Average Audience Rating
    The Three-Day Commercial Audience (C3) Rating
    Share of Audience
    CHAPTER FIVE
    Advanced Measurements and Calculations
    Gross Rating Points
    GRPs in Broadcast Media
    GRPs in Other Media
    Gross Impressions
    Reach
    Why Audience is Only Counted Once
    Types of Reach
    Relationship Between Reach and Coverage
    How Reach Builds over Time
    Reach in Print Media
    Multi-Media Reach
    Random Duplication
    Duplication Between Media Vehicles
    Frequency
    Frequency Distribution
    Weighted Frequency Distribution
    Relationship of Reach to Frequency
    Effective Frequency
    Response Curves and Effective Frequency
    Effective-Frequency Numbers
    Effective Reach: The Other Side of the Coin
    Brief History of Effective Frequency
    Naples Study
    Questions Regarding Effective-Frequency Research
    Is 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?
    Recency and the Shelf-Space Model of Media Planning
    Recent Studies of Effective Frequency
    Summary
    CHAPTER SIX
    Marketing Strategy and Media Planning
    What a Media Planner Needs to Know
    Situation Analysis
    Marketing Strategy Plan
    Marketing Objectives
    Marketing Mix and Strategy
    Budget
    Creative Strategy
    Dealers and Distribution
    Overall Sales Strategy
    Test Marketing
    Competitive Media Expenditure Analysis
    Principal Sources of Expenditure Data
    Nielsen Monitor-Plus Syndicated Reports
    Custom Competitive Reports
    Online Buzz
    Gathering and Assembling the Data
    Analyzing the Data
    Using Competitive Media Expenditure Analyses
    International Competitive Analysis
    Managing Media Planning and Buying
    Sources of Marketing Data
    Major Data Services
    Other Sources of Data
    CHAPTER SEVEN
    Strategy Planning I: Who, Where, and When
    Target Selection
    Index Number Analysis
    Lifestyle Analysis
    Storyfinder
    Psychographics, Attitudes and Buying Styles
    Leisure Styles and Consumer Innovators
    Focus Groups
    Where to Advertise
    Classification of Geographic Areas
    Designated Market Area (DMA)
    Core Based Statistical Areas (CBSA)
    Metropolitan and Micropolitan Statistical Areas (MSA and µSA)
    City Zone and Retail Trading Zone
    Newspaper Designated Market
    Sales Analysis
    Product Usage by DMA
    Addressability
    Heavy-User Data
    Buying Power Indices
    Brand Development Index (BDI)
    Category Development Index (CDI)
    Weighted BDIs and CDIs
    Using Buying Power Indices
    Cutoff Points
    When to Advertise
    Monthly Sales Patterns
    Budget Constraints
    Competitive Activities
    Specific Goals for the Brand
    Product Availability
    Promotional Requirements
    CHAPTER EIGHT
    Strategy Planning II: Weighting, Reach, Frequency, and Scheduling
    Geographic Weighting
    Forms of Weighting
    Share of Voice (Message Weight Distribution)
    Guidelines for Geographic Weighting
    Case Study 8-2 Weighting Markets on the Basis of Minimum BDIs and CDIs
    Reach and Frequency
    When to Emphasize Reach
    When to Emphasize Frequency
    Effective Frequency and Reach
    Final Thoughts about Reach and Frequency
    Scheduling
    Continuity
    Flighting
    Pulsing
    CHAPTER NINE
    Selecting Media Classes: Intermedia Comparisons
    Comparing Media
    Consumer Media Classes
    Newspapers-Reasons for Using
    Newspapers-Limitations
    Magazines-Reasons for Using
    Magazines-Limitations
    Newspaper Supplements-Reasons for Using
    Newspaper Supplements-Limitations
    Television-Reasons for Using
    Television-Limitations
    Cable TV-Reasons for Using
    Cable TV-Limitations
    Product placement TV - Reasons for Using
    Product placement TV - Limitations
    Radio-Reasons for Using
    Radio-Limitations
    Internet display-Reasons for Using
    Internet display-Limitations
    Sponsored search (SEM) - Reasons for Using
    Sponsored search (SEM) - Limitations
    Mobile digital - Reasons for Using
    Mobile digital - Limitations
    Direct Mail-Reasons for Using
    Direct Mail-Limitations
    Outdoor Advertising-Reasons for Using
    Outdoor Advertising-Limitations
    Transit Media-Reasons for Using
    Transit Media-Limitations
    Out-of-home Video - Reasons for Using
    Out-of-home Video - Limitations
    New Media Concepts
    Place-Based Media
    Database Media Planning
    Cross-Media (or Multimedia Integration)
    Intermedia Comparisons for Nonmeasured Media
    Media Mix
    When to Use a Media Mix
    Criteria for Media Selection Beyond the Numbers
    CHAPTER TEN
    Principles of Planning Media Strategy
    Media Strategy Concepts
    Dominant Brand Presence in Media
    Advertise When People Are Buying
    Creative Strategy's Impact on Media Strategy
    Alternative Media Strategies
    What Media Planners Should Know Before Starting to Plan
    Marketing Problems
    Recommended Actions
    Complexities of a Strategy
    How the Product Will Be Sold
    How Advertising Sells a Product to One Customer
    How to Neutralize the Competition's Strategy
    Cost of Strategies
    Other Elements of Media Strategy
    Media Targets
    Creative Strategy
    Reach and Frequency
    Continuity
    Budget Constraints
    Creative Media Strategy
    Guidelines for a Creative Media Strategy
    Examples of Creative Media Strategies
    Media Strategy Is Not Science
    Relationships Among Reach, Frequency, Continuity, Number of Markets, and Ad Size
    Weighing Alternatives
    Setting Priorities
    Choosing Media Strategies
    Prevailing Wisdom
    Typical Media Strategies and Alternatives
    Channel Planning Software
    CHAPTER ELEVEN
    Evaluating and Selecting Media Vehicles
    Determining Media Values for Magazines
    Target Reach, Composition, and Cost-Efficiency
    Magazine Planning Process
    Other Media Values
    Secondary Audiences
    Editorial Environment
    Special Opportunities in Magazines
    Media Comparatives
    Position Alternatives
    Advertising Clutter and Product Protection
    Circulation Trends
    Advertising Copy Checking and Product Restrictions
    Response to Coupons, Information, or Recipes
    Available Discounts
    Geographic Flexibility
    Issue-to-issue Volatility
    Qualitative Values of Media
    Types of Qualitative Values
    Subjective Qualitative Values
    Using Qualitative Values
    Ad Positions Within Media
    Problems of Positioning Research
    Some Position Effects
    Internet Media Vehicles
    Evaluating and Selecting Internet Media
    Buying Internet Display Advertising
    Buying Internet Search Advertising
    A Continuously Evolving Online World
    CHAPTER TWELVE
    Media Costs and Buying Problems
    Some Considerations in Planning and Buying Media
    Media Costs
    Television
    Cable TV
    Magazines
    Newspapers
    Radio
    Internet
    Out-of-Home Media
    Media-Buying Problems
    Network TV
    Buying Network TV
    Spot TV
    Syndicated TV
    Cable TV
    Magazines
    Newspapers
    Radio
    Internet
    CHAPTER THIRTEEN
    Setting and Allocating the Budget
    Setting the Budget
    Traditional Methods of Budget Setting
    Experimental Methods of Budget Setting
    Factors in Determining the Size of an Advertising Budget
    Allocating the Advertising Budget
    Geographic Allocations
    Payout Planning
    CHAPTER FOURTEEN
    Testing, Experimenting, and Media Planning
    Tests and Experiments
    Why Test or Experiment?
    How They Differ
    Which Is Better?
    Market Mix Modeling
    Test Marketing
    Purposes of Test Marketing
    Advertiser-Run Market Tests
    Research Designs Used in Test Marketing
    Media Testing
    Types of Media Testing
    Requirements for Selecting Media Test Markets
    Media Translations
    Little U.S.A. versus "As It Falls" Philosophy
    Translations in Radio and Television
    Translations in Print
    What Successful Media Tests Have In Common
    APPENDIX 1:
    Media-Planning Resources on the Internet
    General Media-Planning Sites
    Single Source Media/Marketing Research Sites
    Broadcast-Planning Sites
    Print-Planning Sites
    Outdoor-Planning Sites
    Internet-Planning Sites
    Advertising Publication Sites
    Advertising Industry Sites
    GLOSSARY
    INDEX