2016 advertising planbook guide - news media alliance

How to use the planning guide. this guide is designed to be a tool for you to develop a strong advertising and marketing plan. 88 pages
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2016ADVERTISING PLANBOOK GUIDEwww.naa.org2 2016 Advertising Planbook GuideADVERTISING PLANNING GUIDE3 How to Use the Planning Guide4 Top 10 Reasons to AdvertisePLANNING, BUDGETING5 Marketing Strategy & Planning: Developing a Marketing Plan8 How America Shops and Spends11 Branding: How to Understand Branding12 How to Determine a Budget: An Indispensable Part of YourBusinessALLOCATING, SPENDING AND TRACKING22 Media Planning: How to Evaluate and Compare Media24 Newspaper Advertising Advantages26 Who Reads Newspapers? How to Understand Readership37 Online Advertising: The Power of the Web44 How to Evaluate and Compare Media: Considerations forEffective Media Mixing50 Social Media53 Tracking: Tracking Your PerformanceCREATING55 How to Create an Effective Ad: Develop an On-TargetMarketing Strategy64 Recruitment Advertising: How to Effectively Recruit in YourMarketplace66 FAQ: Overcoming Objections69 Glossary of Newspaper and Related Terms (Print andDigital)CALENDAR76 Planning the YearTABLE O...