Advanced Media Planning
Author | : John R. Rossiter |
Publisher | : Springer Science & Business Media |
Total Pages | : 134 |
Release | : 1998-07-31 |
ISBN-10 | : 0792382188 |
ISBN-13 | : 9780792382188 |
Rating | : 4/5 (188 Downloads) |
Download or read book Advanced Media Planning written by John R. Rossiter and published by Springer Science & Business Media. This book was released on 1998-07-31 with total page 134 pages. Available in PDF, EPUB and Kindle. Book excerpt: Provides an advanced approach to media planning as well as coverage of the basics in the discipline. The authors argue that current media planning is too conventional and that reach and frequency must be understood in more complex terms. They introduce using reach patterns in making the reach decision and factoring in effective frequency when making the frequency decision. They also cover carryover, media selection, and implementing and optimizing the media schedule. The included disk contains media planning software designed by Peter Danaher. Annotation copyrighted by Book News, Inc., Portland, OR