Advertising media planning / Jack Z. Sissors and Roger B. Baron. 6
By: Sissors, Jack Zanville, 4 0 16 [, ] | [, ] |
Contributor(s): 5 6 [] |
Language: Unknown language code Summary language: Unknown language code Original language: Unknown language code Series: ; New York : McGraw-Hill, ©2010;copyright 201046Edition: Seventh editionDescription: 24 cm. xiv, 480 pages : illustrations, mapContent type: text Media type: unmediated Carrier type: volumeISBN: 9780071703123 (hardback)ISSN: 2Other title: 6 []Uniform titles: | | Subject(s): -- 2 -- 0 -- -- | -- 2 -- 0 -- 6 -- | 2 0 -- | -- -- 20 -- | | -- -- Advertising media planning. -- -- 20 -- | -- -- -- 20 -- --Genre/Form: -- 2 -- Additional physical formats: DDC classification: | 659.111 Si83a 2010 LOC classification: | HF5826.5 | .S57 20102Other classification:| Item type | Current location | Home library | Collection | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|---|---|
| Book | PLM | PLM Circulation Section | Circulation-Circulating | 659.111 Si83a 2010 (Browse shelf) | Available | C35175 |
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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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