Description
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
Introduction
Part I: Marketing and Communication Planning
1. Working with a Communication Work Plan
2. Outlining the Components of a Communication Plan
3. Working with a Communication Planning Worksheet
4. Working with Competitive Media Information
5. Working with a Situation Analysis
6. Working with a Brand Purchase Funnel
7. Working with Communication Objectives
8. Working to Define the Target Market
9. Working with Geographic Marketing Information
10. Working with Seasonality Marketing Information
11. Working with a Communication Budget
Part II: Media Objectives and Strategies
12. Working to Define Media Objectives
13. Working with Reach
14. Working with Combinations of Media
15. Working with Frequency
16. Working with Frequency Levels
17. Working with Emotional versus Rational Appeals
18. Working with Test Cities and Standards
19. Working with Quintiles
20. Working to Define Media Strategies
21. Effectiveness, Engagement, and Commoditization
Part III: Media Tactics
22. Working to Define Media Tactics
23. Working with Media Cost Comparisons
24. Working with Estimating
25. Working with a Media Calendar and Flowcharts
Part IV: Broadcast Media
26. Working with Broadcast Media Estimates
27. Working with Broadcast Media Costs
28. Working with Broadcast Negotiations
Part V: Print Media
29. Working with Print Media Estimates
30. Working with Print Media Costs
31. Working with Print Negotiations
Part VI: Out-of-Home Media
32. Working with Out-of-Home Media
33. Working with Out-of-Home Media Costs
34. Working with Out-of-Home Negotiation
Part VII: Digital Media
35. Working with Online Display Media Estimates
36. Working with Analytics
37. Working with Online Display Media Costs
38. Working with Search Engine Marketing
39. Working with Facebook and Twitter
40. Working with Online Video Ads
41. Working with Mobile Media
Part VIII: Media Tools, Analysis, and Resources
42. Combining Sources and Data
43. Manipulating Data
44. Working with Basic Media Math
45. Working with Media Websites
Appendix A. A Primer to Media Math
Appendix B. Some Commonly Used Advertising Media Formulas
Appendix C. Advertising Media Glossary
Appendix D. Steps in the Media Decision Process
