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/.
Biblical truth in the hands of Edwards lives mightily. Edwards in the hand of Peter Doyle comes alive. As we see an anemic Christendom today in its witness, ethics, and influence, we find the correctives and the guidance we need in the works of Jonathan Edwards––revivalist preacher, philosopher, and theologian. In this insightful book, former pastor and missionary Peter Doyle presents Edwards’ theology in a comprehensive scope: in its cultural context, against its adversaries, and with all its practical and pastoral implications. Doyle paints for readers a clear picture of how Edwards understands the ‘new birth.’ A cursory treatment of being born again this is not. The great revivals under Edwards’ preaching gave to the converts a sense of the glory of God, their own sinfulness, and a humility before the sacrifice of Christ for their sin.
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