Peter B. Turk - Advertising Media Sourcebook, 4th edition
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Turk, Peter B.; Jugenheimer, Donald W.; Barban, Arnold M.
publisher
:
NTC Contemporary
isbn10 | asin
:
0844235210
print isbn13
:
9780844235219
ebook isbn13
:
9780071401395
language
:
English
subject
Advertising media planning--United States.
publication date
:
1997
lcc
:
HF5826.5.A38 1997eb
ddc
:
659.1/0973
subject
:
Advertising media planning--United States.
Page iii
Advertising Media Sourcebook
Fourth Edition
Peter B. Turk Donald W. Jugenheimer Arnold M. Barban
Printed on recyclable paper
NTC Business Books a division of NTC Publishing Group Lincolnwood, Illinois USA
Page iv
Library of Congress Cataloging-in-Publication Data Turk, Peter B. Advertising media sourcebook I Peter B. Turk, Donald W. Jugenheimer, Arnold M. Barban. 4th ed. p. cm. Barban's name appears first on the earlier edition. Includes index. ISBN 0-8442-3521-0 (alk. paper) 1. Advertising media planningUnited States. I. Jugenheimer, Donald W. II. Barban, Arnold M. III. Title. HF5826.5.A38 1996 659.1'0973dc2096-20269 CIP
Published by NTC Business Books, a division of NTC Publishing Group.
1997 by NTC Publishing Group, 4255 West Touhy Avenue, Lincolnwood (Chicago), Illinois 60646-1975 U.S.A.
All rights reserved. No part of this book may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying. recording or otherwise, without the prior permission of NTC Publishing Group. Manufactured in the United State of America.
6 7 8 9 ML 0 9 8 7 6 5 4 3 2 1
Page v
CONTENTS
Acknowledgments
vii
Introduction
1
Planning and Buying Advertising Media
1
Staging the Advertising Media Process
3
Advertising Media Expenditures
9
Section One Marketing and Media Research Sources
10
Media/Marketing Sources
12
Media Audience Measurement Sources
22
Media Cost Sources and Estimators
32
Media Audience Reach Estimators
52
Section Two Exercises
67
Appendix Media Calculation Guide
83
Glossary of Advertising Media Terms
89
Index
101
Page vii
ACKNOWLEDGMENTS
The source examples are reproduced through the courtesy of the following firms and organizations:
Arbitton Ratings Company Audit Bureau of Circulations Editor & Publisher Market Guide Leading National Advertisers, Inc. Mediamark Research, Inc. Nielsen Media Research Company Radio Advertising Bureau Sales & Marketing Management Simmons Market Research Bureau: Study of Media and Markets Standard Rate and Data Service VNU Media Watch
The authors express their appreciation to Professor Lee F. Young of the University of Kansas, who contributed significantly as a coauthor of the first two editions of this book.
Page 1
INTRODUCTION
Planning and Buying Advertising Media
The process by which media positions are selected by companies or their agencies is a complex one involving substantial marketing and advertising research. While the process includes numerous steps, it operates in two stages: media planning and media buying. Because this book demonstrates sources of information for both stages, it is important to outline major elements in each stage.
Media Planning
Planning is the strategic formulation of activities designed to carry out the goals or objectives of the advertising program. The planner's decisions are directed by a series of questions:
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