000			02529nam a2200205Ia 4500
999			_c31079 _d31079
005			20220120160313.0
008			200202s9999 xx 000 0 und d
020			_a220663378
082			_a302.23 ADA 2nd ed.
100			_aAdams, James R
245		0	_aMedia planning
250			_a2nd ed.
260			_aLondon
260			_bBusiness Books
260			_c1977
300			_a232p.
520			_aThis 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.
650			_aMass Media
942			_cB _2ddc