Advertising Media Planning

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The definitive guide to media planning for over 25 years, this resource offers essential insights into the planning, purchasing, and evaluating of advertising effectiveness. It emphasizes that media planning is not merely the "noncreative" aspect of advertising; rather, it requires creative decisions regarding media selection, timing, and budget allocation. Successful media planners must blend in-depth knowledge of available media with strategic expertise in marketing, advertising, research, and finance. Now in its sixth edition, this guide continues to be vital for both seasoned professionals and newcomers in the field. It features comprehensive coverage of media plan construction, reach and continuity measurement, and includes timely updates such as the latest academic research and professional best practices. An all-new hypothetical media plan offers a top-down perspective on real-world applications, while illustrative examples of the Internet and new media are integrated throughout. This resource simplifies the complexities of media planning in a fast-evolving landscape, making it an essential reference for anyone interested in effective, results-driven media planning and buying.