Media planning

By:

Adams, James R

Material type: Text

TextPublication details: London; Business Books; 1977Edition: 2nd edDescription: 232pISBN:

220663378

Subject(s):

Mass Media

DDC classification:

302.23 ADA 2nd ed.

Summary: This new and completely revised edition extends and updates the subject matter covered in the first. While it shows, step by step, the considerations and calculations needed for the preparation of a media schedule and recommendation, it also provides coverage of the advertising, marketing and economic factors which underly the media decision. The case histories go beyond examples of actual schedules and recommendations to include what the advertisers concerned considered to be successful patterns of media use. New chapters are included on budget setting and retail advertising, and the chapters on special situations, reponse functions and feedback have been almost entirely re-written. The chapter on budget setting is not a review of historic methods, which may be found in many textbooks, but contains brief descriptions of more rational approaches. These are the use of quantified marketing models, and setting objectives. That on retail advertising includes a review of methodologies by which multi-branch retailers can experiment to discover their best media policy, together with practical advice on how to deal with the problems before the experiments have been assessed. The new Chapter 8, which is largely concerned with new product launches, includes detailed calculations showing the levels of awareness which may be expected from different levels of media weight, taking into account advertising effectiveness and forgetting. Advice is also given as to how the media plan should be influenced by levels of distribution and consumer loyalty. This edition is sponsored by the CAM Foundation, and covers the syllabus of the Media Diploma. However, it is hoped that the changes which have been made will make the book more directly useful to the practitioner, as well as the student. Recent evidence suggests that media planning has been seriously neglected in the last few years. This book will stimulate discussion, even controversy, but bringing the subject back into currency will make a useful contribution to advertising practice.

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Holdings
Item type	Current library	Call number	Status	Date due	Barcode	Item holds
Books	Gandhi Smriti Library	302.23 ADA 2nd ed. (Browse shelf(Opens below))	Available		37629

Total holds: 0

This new and completely revised edition extends and updates the subject matter covered in the first. While it shows, step by step, the considerations and calculations needed for the preparation of a media schedule and recommendation, it also provides coverage of the advertising, marketing and economic factors which underly the media decision.

The case histories go beyond examples of actual schedules and recommendations to include what the advertisers concerned considered to be successful patterns of media use. New chapters are included on budget setting and retail advertising, and the chapters on special situations, reponse functions and feedback have been almost

entirely re-written.

The chapter on budget setting is not a review of historic methods, which may be

found in many textbooks, but contains brief descriptions of more rational approaches.

These are the use of quantified marketing models, and setting objectives. That on retail advertising includes a review of methodologies by which multi-branch retailers can experiment to discover their best media policy, together with practical advice on how to deal with the problems before the experiments have been assessed.

The new Chapter 8, which is largely concerned with new product launches, includes detailed calculations showing the levels of awareness which may be expected from different levels of media weight, taking into account advertising effectiveness and forgetting. Advice is also given as to how the media plan should be influenced by levels of distribution and consumer loyalty.

This edition is sponsored by the CAM Foundation, and covers the syllabus of the

Media Diploma. However, it is hoped that the changes which have been made will

make the book more directly useful to the practitioner, as well as the student.

Recent evidence suggests that media planning has been seriously neglected in the last few years. This book will stimulate discussion, even controversy, but bringing the subject back into currency will make a useful contribution to advertising practice.

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