ABSTRACT
This book provides simple explanations of advertising media sources and calculations along with real-world examples of source material from advertising and media companies.
Each of the book's 45 concise units opens with a brief text segment, presents sample source materials from actual advertising and media companies, and concludes with hands-on exercises. Compact units cover all key topics including communication planning and media strategies. A media math primer, standard media formulae, media planning checklists, and a glossary of media terms are also included.
Designed for practitioners and students, the latest edition includes new exercises with new media formats and digital media and new units devoted to popular social media channels.
TABLE OF CONTENTS
part |72 pages
Marketing and Communication Planning
chapter |4 pages
Unit 1 Working with a Communication Work Plan
chapter |6 pages
Unit 2 Outlining the Components of a Communication Plan
chapter |6 pages
Unit 3 Working with a Communication Planning Worksheet
chapter |6 pages
Unit 4 Working with Competitive Media Information
chapter |6 pages
Unit 5 Working with a Situation Analysis
chapter |6 pages
Unit 6 Working with a Brand Purchase Funnel
chapter |6 pages
Unit 7 Working with Communication Objectives
chapter |10 pages
Unit 8 Working to Define the Target Market
chapter |10 pages
Unit 9 Working with Geographic Marketing Information
chapter |4 pages
Unit 10 Working with Seasonality Marketing Information
chapter |6 pages
Unit 11 Working with a Communication Budget
part |66 pages
Media Objectives and Strategies
chapter |6 pages
Unit 12 Working to Define Media Objectives
chapter |4 pages
Unit 13 Working with Reach
chapter |6 pages
Unit 14 Working with Combinations of Media
chapter |4 pages
Unit 15 Working with Frequency
chapter |6 pages
Unit 16 Working with Frequency Levels
chapter |4 pages
Unit 17 Working with Emotional vs. Rational Appeals
chapter |6 pages
Unit 18 Working with Test Cities and Standards
chapter |16 pages
Unit 19 Working with Quintiles
chapter |4 pages
Unit 20 Working to Define Media Strategies
chapter |8 pages
Unit 21 Effectiveness, Engagement, Commoditization
part |32 pages
Media Tactics
chapter |4 pages
Unit 22 Working to Define Media Tactics
chapter |10 pages
Unit 23 Working with Media Cost Comparisons
chapter |8 pages
Unit 24 Working with Estimating
chapter |8 pages
Unit 25 Working with a Media Calendar and Flowcharts
part |42 pages
Broadcast Media
chapter |8 pages
Unit 26 Working with Broadcast Media Estimates
chapter |26 pages
Unit 27 Working with Broadcast Media Costs
chapter |6 pages
Unit 28 Working with Broadcast Negotiations
part |28 pages
Print Media
chapter |10 pages
Unit 29 Working with Print Media Estimates
chapter |10 pages
Unit 30 Working with Print Media Costs
chapter |6 pages
Unit 31 Working with Print Negotiations
part |22 pages
Out-of-Home Media
chapter |8 pages
Unit 32 Working with Out-of-Home Media
chapter |6 pages
Unit 33 Working with Out-of-Home Media Costs
chapter |6 pages
Unit 34 Working with Out-of-Home Negotiation
part |38 pages
Digital Media
chapter |4 pages
Unit 35 Working with Online Display Media Estimates
chapter |6 pages
Unit 36 Working with Analytics
chapter |6 pages
Unit 37 Working with Online Display Media Costs
chapter |4 pages
Unit 38 Working with Search Engine Marketing
chapter |6 pages
Unit 39 Working with Facebook and Twitter
chapter |6 pages
Unit 40 Working with Online Video Ads
chapter |4 pages
Unit 41 Working with Mobile Media
part |32 pages
Media Tools, Analysis, and Resources