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Advertising Media Planning
by Roger B. Baron, Erwin Ephron, Jack Zanville Sissors

Hardcover: 560 pages
McGraw-Hill, 6th edition - June 15, 2002

Book Description: The bible of media planning for more than 25 years, Advertising Media Planning teaches the fundamentals of planning, purchasing, and evaluating the effectiveness of advertising. It also emphasizes today's rapid proliferation of media choices. This new edition covers the increasing use of nontraditional and interactive media, including interactive television and the Internet.

Essentials of Media Planning : A Marketing Viewpoint
by Arnold M. Barban, Steven M. Cristol, Frank J. Kopec

Review: In six concise, highly readable chapters, Essentials of Media Planning explains the key elements behind every successful media program. With an emphasis on the role of media planning in marketing decision making, this practical, hands-on guide is the first step towards structuring a complete and workable media plan for any product or service. New to this edition: actual media plans by leading agencies for top new consumer and business-to-business products - Levi Dockers, Sun Microsystems, and Samsonite Luggage; an illustrated analysis of the media decision-making process; the enhanced role of database marketing in media planning to reach individual consumers with targeted messages; expanded coverage of market segmentation devices, including new VALS 2 and SMRB data; up-to-date media sources and statistics; and critical evaluation of newly developed online media selection services, including SMRB's CHOICES and Telmar's MicroNetwork N3P. Authoritative and easy-to-use, Essentials of Media Planning is a "real-world," back-to-basics guide for every media specialist, advertiser, marketer, and media student.

Review: A textbook that introduces advertising media planning, for advertising students as well as for use in advertising agencies and corporate marketing departments. It emphasizes consumer media rather than industrial media, and national advertising planning rather than local planning. This revised edition describes changes that have occurred in the advertising industry and their effects on media and media planning; discusses new ideas in targeting consumers; and explains integrated marketing communications and how it may affect media planning.

Introduction to Advertising Media : Research, Planning, and Buying
by Jim Surmanek

Hardcover - 357 pages
December 1992, NTC Business Books

Review: Media Planning: A Practical Guide is written and presented in an easy-to-use and easy-to-understand style. Media Planning provides a working knowledge of the contemporary media tools and the quantitative and qualitative analyses for which they are used. Featured topics include audiences, broadcast dayparts, reach and frequency, target rating points, media mix, demographics, and the Nielsen ratings, among many others. Concise explanations of complex concepts and terms help readers understand every aspect of media planning. In addition to featuring traditional techniques, Media Planning highlights up-to-date information about all the terminology of the new media and the "information superhighway", explaining how these technologies will affect today's media planner.

Racial and Ethnic Groups
by Richard T. Schaefer

Hardcover - 608 pages, 7th edition
(October 1997), Addison Wesley Pub Co

Review: Richard T. Schaefer's Racial and Ethnic Groups is the most comprehensive survey of racial and ethnic groups in the United States. It is also the most up-to-date with coverage of the 1996 presidential and congressional elections and their consequences. It also explores such timely topics as the economic impact of immigration, economic development of Native Americans, and changes in Affirmative Action programs. The new edition includes a chapter on overcoming exclusion which looks at three groups - the aged, people with disabilities, and lesbians and gays - and explores the challenges all groups face.

Electronic Whistle-Stops
The Impact of the Internet on American Politics
(Praeger Series in Political Communication)
by Gary W. Selnow

Review: Fifty years ago, the political whistle-stop tour was thus named because trains blew their whistles twice when making unscheduled stops in backwater towns. Like its distant cousin, the electronic whistle-stop brings the candidate's message directly to the people, but with one outstanding difference: the new whistle-stop offers politicians an accuracy, efficiency, and success at voter persuasion unimaginable to earlier whistle-stoppers such as Harry Truman. Selnow illustrates how the Internet and earlier electronic technologies have been used politically and what the side-effects, intended and otherwise, have been.

Media Math : Basic Techniques of Media Evaluation
by Robert W. Hall

Paperback - 179 pages 2nd edition
(May 1991), Natl. Textbook Co Trade