Read it for
- Media planning
- Budget allocation
- Cross media strategy
What this book covers
Roger Baron and Jack Z. Sissors examine how a media plan is put together and how choices relate to a budget. For agency owners, its value is a common planning vocabulary when clients buy beyond a single digital channel. Read the historical media landscape as context, rather than as a current inventory or pricing guide.
Bring it to your work
Write a media rationale that begins with the marketing objective and explains the role of each channel. This is a PMC editorial prompt.
Reading context
2010 seventh edition. Digital products, measurement systems and market examples are historical; sponsored Google search is mentioned, but chapter-level PPC depth was not verified.
About this reading guide
This guide draws on the source description, contents or sample identified in the edition notes. No external review is cited for this listing.
Prepared with AI assistance from the sources identified on this page. The applications and comparisons are Paid Media Collective suggestions, not claims of full-book reading. An external review does not verify every claim in a book.
Another book to consider
Digital Marketing Strategy →
Choose this for more recent integrated digital planning across paid channels and customer experience.
Edition & source notes
The reference below identifies the material checked for this listing. It may differ from the format offered by the main book link.
- Reference edition
- Edition 7; ebook
- Format
- ebook
- Reference edition date
- 16 July 2010
- ISBN-13
- 9780071738903
Publisher or author description reviewed. Sources checked . Book not read in full.
Access: See the publisher or author for available formats and prices. Public samples are linked where checked.
2010 seventh edition. Digital products, measurement systems and market examples are historical; sponsored Google search is mentioned, but chapter-level PPC depth was not verified.
Applications, priorities and coverage depth are editorial judgments. Book not read in full.
Source facts and reading prompts prepared with AI assistance. The named authors and linked publishers retain credit for the original work. Source verification is separate from an assessment of current platform tactics.
Take the idea off the page.
Why should each channel receive a role before it receives a budget?
Talk with the collective
