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Sissors, Jack Zanville, 4 0 1919-

Advertising media planning / 6 6 Jack Z. Sissors and Roger B. Baron. - Seventh edition. - - xiv, 480 pages : illustrations, map 24 cm. - - - - - . - . - 0 . - . - 0 .



Includes bibliographical references and index.

Introduction to media planning : the art of matching media to the advertiser's marketing needs -- Sample media plan presentation -- The relationship among media, advertising, and consumers -- Basic measurements and calculations -- Advanced measurements and calculations -- Marketing strategy and media planning -- Strategy planning I : who, where, and when -- Strategy planning II : weighting, reach, frequency, and scheduling -- Selecting media classes : intermedia comparisons -- Principles of planning media strategy -- Evaluating and selecting media vehicles -- Media costs and buying problems -- Setting and allocating the budget -- Testing, experimenting, and media planning.

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ISBN: 9780071703123 (hardback)

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Nat. Bib. No.: GBB064564 bnb

Nat. Bib. Agency Control No.: 15561785 Uk

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LC Class. No.: HF5826.5 / .S57 20102

Dewey Class. No.: 659.111 Si83a 2010 / 222

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