Advertising Media Planning 7E

For almost 30 years, Advertising Media Planning has been the leading industry resource on the fundamentals of planning, purchasing, and evaluating the effectiveness of advertising. Through its previous six editions, it has provided both practicing and aspiring media planners critical insight and comprehensive coverage of media plan construction, reach and continuity measurement, and more. This new edition will address all the changes in the world of media planning that are the result of new technologies that broaden the concept of media to include any channel that delivers a brand impression. Yes, this is still TV, radio, magazines and newspapers, but now media includes WiFi-enabled laptops, elevator video, iPods, cell phones, social networks, gas station video, word-of-mouth, sponsored blogs, Google Search, taxi cab video, and more. This makes media planning more challenging, but also much more creative and fun.