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Advanced Media Planning

  • John R. Rossiter
  • Peter J. Danaher

Table of contents

  1. Front Matter
    Pages i-xiii
  2. John R. Rossiter, Peter J. Danaher
    Pages 1-10
  3. John R. Rossiter, Peter J. Danaher
    Pages 11-23
  4. John R. Rossiter, Peter J. Danaher
    Pages 24-39
  5. John R. Rossiter, Peter J. Danaher
    Pages 40-47
  6. John R. Rossiter, Peter J. Danaher
    Pages 48-60
  7. John R. Rossiter, Peter J. Danaher
    Pages 61-73
  8. John R. Rossiter, Peter J. Danaher
    Pages 74-87
  9. Back Matter
    Pages 88-111

About this book

Introduction

Media planning consists of formulating a media strategy to deliver the creative so as to best meet the brand's advertising objectives, and then implementing that strategy in an accurate and cost-effective manner. Given that approximately ninety percent of advertising dollars are spent in media, a sound understanding of media planning is essential for the researcher and professional media planner alike. Although this book provides a novel and advanced approach to media planning, the basics are covered as well, making the book suitable for trainees.

The authors argue that current media planning is still too conventional, that while reach and frequency are not incorrect, they are certainly too simplistic for modern media planning. This book introduces the advanced concept of using reach patterns in making the reach decision, and develops the method of factoring in effective frequency when making the frequency decision. Reach patterns are an entirely new concept. Effective frequency, while not new, needs proper definition and an operational formula for its calculation, both of which are provided here. Other new concepts are introduced and shown to be necessary for choosing an appropriate media strategy. The media planning software, `Media Mania', designed by Peter Danaher, can be downloaded using the following link:  http://www.mbs.edu/Media-Mania-Software/.

Keywords

factoring planning research software strategy

Authors and affiliations

  • John R. Rossiter
    • 1
  • Peter J. Danaher
    • 2
  1. 1.Australian Graduate School of ManagementAustralia
  2. 2.University of AucklandNew Zealand

Bibliographic information

  • DOI https://doi.org/10.1007/978-1-4419-8738-9
  • Copyright Information Springer Science+Business Media, LLC 1998
  • Publisher Name Springer, Boston, MA
  • eBook Packages Springer Book Archive
  • Print ISBN 978-1-4613-4677-7
  • Online ISBN 978-1-4419-8738-9
  • Buy this book on publisher's site