Advertising: strategy, creativity and media pdf download

But the digital world is constantly changing. Media that were new in , such as MySpace, are already beginning to show their age, challenged by newer options like Facebook, LinkedIn, and Twitter. Search engines like Google and Bing, now key drivers of online marketing, are vulnerable to start-ups that offer still further improvements. The list could go on and on. Furthermore, the research tools avail- able to evaluate online media are evolving, with enhancements coming out seem- ingly every month.

They must deliver a message to a large percent of the population in a single day, give a piece of paper or a product sample to the residents of a community, quickly create awareness of a new product nationally or in one market, reach people in their car on the way to the store, deliver a detailed message to the people most likely to use a product, place the message within a compatible editorial environment, or quickly reach a large per- centage of a niche marketing target, to name just a few of the nearly infinite mar- keting needs.

Digital media cannot replace the ability of traditional media to meet all these needs. Quick-serve restaurants, automobiles, and hotels have different market- ing needs that the planner must match to the capabilities of the different media, regardless of whether they are traditional or digital. Planners must understand these basic characteristics of all media, including the new online venues, to ensure the most effective use of the advertising budget.

Accordingly, this seventh edition will continue to focus on the fundamen- tals of media planning, with an emphasis on traditional media that continue to receive the great bulk of advertising dollars. It will cover the basics of planning and buying online display advertising banners and rich media , and it will give an overview of planning and buying search advertising on sites such as Google and Bing. But a detailed discussion of the many new forms, from mobile to Twitter to social media to blogs is simply not possible, both because of the space required and because anything said today in the spring of is sure to be obsolete over the year life of this book.

We will, however, show examples of how the new media can be creatively used to enhance the effectiveness of advertising delivered by traditional media. I am indebted to the many people across the industry who have helped me with this project—especially to my wife, Margi, who put up with me disappear- ing into the den for hours at a time, and to the people in the media department at DRAFTFCB Chicago, who continue to inspire me with their intelligence, creativity, and devotion to the media planning art.

Roger B. This was back in the s when, as those of us who were in the business remember, media had backroom status in agencies. But the role that Mr. So if you are opening this book to begin a career in media planning, further your professional or academic education, or use it as a tool to teach others, you will find it instructive and hopefully complete.

How Has Media Planning Changed? The first serious moves for digital advertising as we know it today started in with Yahoo! But a bubble had to burst and then recover before there was enough consumer critical mass for media planners to take the Internet seriously. Today, options include Web display HTML banners, rich media, flash, and streaming audio and video , search, social media, emerging media technologies, and many others we cannot begin to foresee, which will eventually become commonplace by the time you read this book.

Digitization We have gotten to the point where the digitization of TV is a fait accompli. The fastest growing of all digital media types are digital out-of-home displays in gas stations, shopping malls, retail stores, and so on. Other media, in fact, all media will leverage all of their digital capabilities in the upcoming years.

Digital advertising also brings with it new challenges when it comes to met- rics and measurement. Historically, media research has emphasized the front-end metrics of audience and audience effectiveness.

Back-end metrics have been left to market research attitude, usage, and awareness research and the world of direct response for sales purposes.

The Web allows for more sophisticated options on the front end, although getting industry agreement on a standard way of measuring these options is still a challenge. Types of targeting abound. Just a short time ago, targeting was primarily about demographics. Digitization is inherently about technology; media planners today must be tech- nologically astute. They must know how to deploy ad-serving tags, understand the value of rich media versus banners, and be able to advise creative groups on these issues.

They must understand the technical considerations regarding banner spec- ification and be prepared to lead the team, including the creative group, account management, and clients, on their execution. The media planner must also understand the back-end metrics that define return on investment ROI , because they represent the success or failure of a campaign in the eyes of the advertiser and the agency.

Search Search is today the largest and fastest-growing part of the interactive marketplace, yet it is not necessarily controlled by the media planner or even the chief marketing officer CMO. For many companies, the website and search are the responsibility of the information technology IT department.

We expect this to change over time as advertisers recognize their importance to the overall marketing plan. Emerging media technologies abound. It is problematic to predict which will receive critical mass, but for some the future is clear.

There is not much adver- tiser acceptance yet, but mobile has consumer critical mass and is sure to grow. We are also sure to see video everywhere on smart phones, mobile, and out of home.

Nevertheless, television is expected to remain the princi- pal place where video is watched, although the ways in which it is delivered to your living room or family room may change.

Social media has become a fact of life for the advertiser. The biggest aspect of social media turns out not to be as a major advertising medium, however.

It is that consumers now feel they have permission to comment on everything from ad cam- paigns to products and services to corporate policy. As much as it is popular to talk about how media has changed or evolved, it is important to realize how much has remained the same—the basics and fundamen- tals of media planning still need to be practiced.

It has never been more important to understand who your target audience is and then to properly implement the plan to reach them. Digital media have learned from their traditional media forbearers the value of having commonly accepted, standard ways of defining and measuring advertising exposure. At first, the Web planners resisted standards; they wanted to talk about the improved metrics that the Web could provide.

Over time, the digital industry has come to realize that standards do not reduce the value of the new media. Instead, they bring comparability and order to the marketplace so that all are talking the same language and are on the same page.

It not only represents a great learning opportunity, but also provides exposure to the leaders in the industry. What About a Career in Media Planning? As mentioned earlier, this book is a great resource if you are contemplating a career in media. Starting a career as a media planner can prepare you for many different market- ing and advertising roles, including that of a media strategist, media researcher, or media director on either the agency or client side.

Many go on to successful careers in advertising sales. More than a few CMOs had their first job in media. Some benefits you gain with a career in media planning include the following: 1. An understanding of marketing and media data and analytics. The business world is driven by data today; data is the new creative in the media business. An understanding of marketing strategy. Even CEOs need this.

Some great lessons on dealing with others. Everything is a learning experience, a negotiation experience, or both. How to prepare an effective and persuasive written or oral presentation. After all, you have to sell your work every day. As a media planner and buyer, you will be responsible for ensuring that the sub- stantial amounts of money you are entrusted with are properly spent and accounted for.

Beyond that, you will come to understand the value of honesty and fair dealing as you work with your client, your coworkers, and the media sales representatives. Enjoy this book—it is a great resource.

For those of us who have spent a career in media and love it, the book Jack Sissors started has been and always will be a primary reference because of its solid and in-depth information on everything you want to know about advertising media planning. This new edition is expected to carry on that tradition. Thanks to Roger Baron for making this happen. David L. The creative team was presenting digital animatics of the new campaign from the flat-screen monitor on the wall.

The media director was glancing at the BlackBerry in his lap below the table, waiting for a response from ESPN about the base package for this client.

The creative director had sold the campaign. I want to know what my competition is doing, who you are targeting, what media you are going to use and why, where it will run, and when it will run. I want to know how many of the target audience will see the campaign and how often they will see it. It has the planner playing the dual roles of both salesperson and client—sometimes alternating between the two from one minute to the next. Media: A Message Delivery System Media exist primarily to deliver message content—entertainment, information, and advertisements to a vast audience.

Advertising : strategy, creativity and media by Chris Fill Its comprehensiveness and modern perspective, as well as the software pointers provided, also make it a highly useful reference for practicing professionals who need to solve computational problems. Recast as fifteen chapters, the twelfth edition better accommodates today's teaching schedules, as well as improves accessibility for students by concise insight and up-to-date vibrant production visuals.

It continues the tradition of providing a firm foundation in chemical concepts and principles while presenting a broad range of topics in a clear, concise manner. This 7th edition includes changes reflecting modern understanding, terminology and teaching of the musculoskeletal system. It emphasizes the manner in which probability yields insight into statistical problems; ultimately resulting in an intuitive understanding of the statistical procedures most often used by practicing engineers and scientists.

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Settings for Home Rename Delete Move to Book Advertising : strategy, creativity and media by Chris Fill Advertising : strategy, creativity and media by Chris Fill Advertising : strategy, creativity and media Chris Fill pdf Summary: The book covers advertising from top to bottom, including the history and development of the advertising industry, the academic thinking that underpins how advertising is practiced today and the strategies used in both conventional and digital advertising today.

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