"Still the Most Comprehensive, Up to Date, Readable
Media Planning Textbook on the Planet."
Table of Contents
In our opinion, "Media Planning and Buying in the 21st Century" follows a very logical, easy to follow flow through the planning/buying process, with a comprehensive look at virtually everything media. Using informal language our text is easy to read, covering in depth many topics ignored or only glossed over by our competition.
Part I: INTRODUCTION
1. The Wild, Wild West
Digital media have altered the media landscape forever, and not always for the better. Since digital advertising ethics, measurement and accountability standards are still evolving, online advertising fraud has become a significant problem. The lack of policing is why we coined the phrase "the wild, wild west of advertising," Caveat Emptor ("Let the Buyer Beware") is a key philosophy to internalize in the digital age.
2. Welcome to the Future
Here we define the basics, such as: What is media planning? What is media buying? What are the key media definitions? What does a media planner or media buyer or media sales rep do? How are media plans developed and executed? How might we be impacted by the 21st Century Wild Wild West?
3. The Business of Advertising & the Media Industry
Chapter 3 provides a comprehensive introduction to the business of media and the data and key considerations used in plan development, including: demographics, media usage trends, ROI, competitive spending/TRPs, budgeting and much more.
4. The Marketing Media Revolution
We have identified 10 key media mega-trends for the 21st Century. Discussed in depth, we examine each mega-trend and each ones impact on the business and on consumers. Market and demographic shifts, greater consumer control, new media and media convergence are included in the analysis.
Part II: THE BASICS
5. Media Math
From experience we know some students and even pro's struggle with these core math tools. You will learn to use media math to improve decision making
and accountability.
6. Understanding Media Audiences and Measurement
Explained in depth are audience and targeting concepts and the available tools and resources to get the job done. Includes and introduction to other related concepts, such as media usage and the differences in audience measurement across various media. Includes nNEW discussion of Viewability for internet media.
7 Understanding Media Costs
Examine cost efficiency vs. out of pocket, how do vehicle prices affect media buying decisions, advertising rate determinants, measurement, analysis, effect on media purchase. CPM, CPP, CPC all explained.
8. Understanding Media Impact
How do media affect awareness, image, brand equity and overall consumer impact? Covers definitions, media effectiveness research, role of impact in media decisions, "medium is the message," inter & intra media effectiveness, single medium vs. media mix, etc.
PART III: MEDIA PLANNING CONSIDERATIONS
9. Advertising Media in Marketing Mix
An important examination of how the media plan and buy fit with and do it's part to deliver the client's desired marketing objectives and mix.
10. Media Communication Models
Chapter 10 builds on chapter 9 by examining six models or theories about how media plans may work in the marketplace. Everyone-- student or professional-- MUST have some model in mind!
11. Defining the Target Audience
There is often ambiguity in target audience definitions. Chapter 11 reviews 12 important decisions to which the media planner should contribute, e.g., relative importance of customers vs. new prospects, decision makers vs. purchasers and much more
12. Geographic Media Strategy - Building Brands From the Ground Up
Chapter 12 discusses geography as a critical marketing segmentation tool, especially critical to retail advertisers. Topics include: geographic marketing philosophies, geographic market analysis, examples of geographic media strategies addressing different marketing objectives, etc.
13. Timing & Scheduling Issues
Alternative timing/scheduling considerations are discussed such as new product introductions, matching media to sales vs.leading sales, element of surprise, etc.
14. Developing a Media Budget to Grow By
Reviews the major methods of developing a communications and media budget.
15. Integrated Marketing Communications
This is a huge chapter for any future agency pro, as IMC is a key issue to marketers. Media planners now consider a host of additional disciplines in plan development and are often charged with creating a media plan to enhance those disciplines seamlessly. Examples include: sales promotion, PR, event marketing, product exposure and entertainment marketing, telemarketing, buzz marketing and a host of digital alternatives.
16. Traditional Media
Chapter 16 provides an analysis of each of the traditional media. In spite of the digital revolution, television, radio, magazines, newspapers and out of home still command the lions share of dollars and respect.
.
17. Digital Marketing
Chapter 17 considers the role of internet marketing, and provides solid case studies. In depth conversations regarding planning and buying of paid search, social media marketing, mobile, email, display advertising & banners, and much more is included
18. Social Media Marketing
Social media marketing is today's hot topic. This important chapter discusses the definition of social media, the marketing role of social media, and the major forms of social media marketing. Particular attention is placed on blogs, social networking sites, social news sites, publishing platforms & communities, social book marking sites,and video sharing sites.
19. How to Develop a Strategic Media Plan
Now that chapters 1-19 have provided the important building blocks to enable development of a strategic media plan, chapter 19 leads the student, step by step, through the process.
PART IV: MEDIA BUYING
20. Introduction to Media Buying & Negotiations
Media buying represents half of the importance of the media function. Almost every aspect of a media buy is negotiated between the buyer and seller including price, inventory, cancellation options, credits and bonus and more. Clients expect their agencies/buyers to work miracles in negotiating buys! Negotiating skills are of paramount importance!
21. Buying Broadcast Media
Chapter 21 hones in on best practices in negotiating broadcast media buys (network or spot). Emphasis is placed on the research supporting the negotiating position and communication
22. Buying Print Media
Print buys can be very complex, as many vehicles have unique specs and requirements. Many believe there is little to negotiate with print media who have specific rate cards. Not so fast! These media may be very open to negotiations and probably offer remnant programs.
23. Buying Internet Advertising
Paid search and display advertising spending continues to grow exponentially. Chapter 23 examines in depth the process and concepts in executing CPC and CPM based campaigns.
24. Prgrammatic Media Buying (NEW)
Programmatic is one of the hot trends in advertising and media. This chapter provides the basics and pros & cons of programatic.
25. Internet Advertising Fraud (NEW)
One of the greatest threats to internet advertising is fraud, costing advertisers $11-15 billion annually. Students, advertisers, and agencies must have an understanding of this subject.
25. Media Sales
Chapter 25 is a new chapter introduced in the 3rd edition. It explores the nature of effective media sales people, the nature of sales opportunities in different media, and the media selling process.
Questions? Contact Us!
Part I: INTRODUCTION
1. The Wild, Wild West
Digital media have altered the media landscape forever, and not always for the better. Since digital advertising ethics, measurement and accountability standards are still evolving, online advertising fraud has become a significant problem. The lack of policing is why we coined the phrase "the wild, wild west of advertising," Caveat Emptor ("Let the Buyer Beware") is a key philosophy to internalize in the digital age.
2. Welcome to the Future
Here we define the basics, such as: What is media planning? What is media buying? What are the key media definitions? What does a media planner or media buyer or media sales rep do? How are media plans developed and executed? How might we be impacted by the 21st Century Wild Wild West?
3. The Business of Advertising & the Media Industry
Chapter 3 provides a comprehensive introduction to the business of media and the data and key considerations used in plan development, including: demographics, media usage trends, ROI, competitive spending/TRPs, budgeting and much more.
4. The Marketing Media Revolution
We have identified 10 key media mega-trends for the 21st Century. Discussed in depth, we examine each mega-trend and each ones impact on the business and on consumers. Market and demographic shifts, greater consumer control, new media and media convergence are included in the analysis.
Part II: THE BASICS
5. Media Math
From experience we know some students and even pro's struggle with these core math tools. You will learn to use media math to improve decision making
and accountability.
6. Understanding Media Audiences and Measurement
Explained in depth are audience and targeting concepts and the available tools and resources to get the job done. Includes and introduction to other related concepts, such as media usage and the differences in audience measurement across various media. Includes nNEW discussion of Viewability for internet media.
7 Understanding Media Costs
Examine cost efficiency vs. out of pocket, how do vehicle prices affect media buying decisions, advertising rate determinants, measurement, analysis, effect on media purchase. CPM, CPP, CPC all explained.
8. Understanding Media Impact
How do media affect awareness, image, brand equity and overall consumer impact? Covers definitions, media effectiveness research, role of impact in media decisions, "medium is the message," inter & intra media effectiveness, single medium vs. media mix, etc.
PART III: MEDIA PLANNING CONSIDERATIONS
9. Advertising Media in Marketing Mix
An important examination of how the media plan and buy fit with and do it's part to deliver the client's desired marketing objectives and mix.
10. Media Communication Models
Chapter 10 builds on chapter 9 by examining six models or theories about how media plans may work in the marketplace. Everyone-- student or professional-- MUST have some model in mind!
11. Defining the Target Audience
There is often ambiguity in target audience definitions. Chapter 11 reviews 12 important decisions to which the media planner should contribute, e.g., relative importance of customers vs. new prospects, decision makers vs. purchasers and much more
12. Geographic Media Strategy - Building Brands From the Ground Up
Chapter 12 discusses geography as a critical marketing segmentation tool, especially critical to retail advertisers. Topics include: geographic marketing philosophies, geographic market analysis, examples of geographic media strategies addressing different marketing objectives, etc.
13. Timing & Scheduling Issues
Alternative timing/scheduling considerations are discussed such as new product introductions, matching media to sales vs.leading sales, element of surprise, etc.
14. Developing a Media Budget to Grow By
Reviews the major methods of developing a communications and media budget.
15. Integrated Marketing Communications
This is a huge chapter for any future agency pro, as IMC is a key issue to marketers. Media planners now consider a host of additional disciplines in plan development and are often charged with creating a media plan to enhance those disciplines seamlessly. Examples include: sales promotion, PR, event marketing, product exposure and entertainment marketing, telemarketing, buzz marketing and a host of digital alternatives.
16. Traditional Media
Chapter 16 provides an analysis of each of the traditional media. In spite of the digital revolution, television, radio, magazines, newspapers and out of home still command the lions share of dollars and respect.
.
17. Digital Marketing
Chapter 17 considers the role of internet marketing, and provides solid case studies. In depth conversations regarding planning and buying of paid search, social media marketing, mobile, email, display advertising & banners, and much more is included
18. Social Media Marketing
Social media marketing is today's hot topic. This important chapter discusses the definition of social media, the marketing role of social media, and the major forms of social media marketing. Particular attention is placed on blogs, social networking sites, social news sites, publishing platforms & communities, social book marking sites,and video sharing sites.
19. How to Develop a Strategic Media Plan
Now that chapters 1-19 have provided the important building blocks to enable development of a strategic media plan, chapter 19 leads the student, step by step, through the process.
PART IV: MEDIA BUYING
20. Introduction to Media Buying & Negotiations
Media buying represents half of the importance of the media function. Almost every aspect of a media buy is negotiated between the buyer and seller including price, inventory, cancellation options, credits and bonus and more. Clients expect their agencies/buyers to work miracles in negotiating buys! Negotiating skills are of paramount importance!
21. Buying Broadcast Media
Chapter 21 hones in on best practices in negotiating broadcast media buys (network or spot). Emphasis is placed on the research supporting the negotiating position and communication
22. Buying Print Media
Print buys can be very complex, as many vehicles have unique specs and requirements. Many believe there is little to negotiate with print media who have specific rate cards. Not so fast! These media may be very open to negotiations and probably offer remnant programs.
23. Buying Internet Advertising
Paid search and display advertising spending continues to grow exponentially. Chapter 23 examines in depth the process and concepts in executing CPC and CPM based campaigns.
24. Prgrammatic Media Buying (NEW)
Programmatic is one of the hot trends in advertising and media. This chapter provides the basics and pros & cons of programatic.
25. Internet Advertising Fraud (NEW)
One of the greatest threats to internet advertising is fraud, costing advertisers $11-15 billion annually. Students, advertisers, and agencies must have an understanding of this subject.
25. Media Sales
Chapter 25 is a new chapter introduced in the 3rd edition. It explores the nature of effective media sales people, the nature of sales opportunities in different media, and the media selling process.
Questions? Contact Us!