Sissors, Jack Zanville,  4  0  1919- <br/><br/>
Advertising media planning /        6 
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Jack Z. Sissors and Roger B. Baron. 
 - Seventh edition.   
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 - xiv, 480 pages :  illustrations, map   24 cm.     
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<br/><br/>Includes bibliographical references and index. 
<br/><br/>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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<br/><br/><label>ISBN: </label>9780071703123 (hardback)   
<br/><br/><label>ISSN: </label>2 
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<br/><br/><label>Nat. Bib. No.: </label>GBB064564    bnb 
<br/><br/><label>Nat. Bib. Agency Control No.: </label>15561785    Uk 
<br/><br/><label>Subjects--Personal Names: </label><br/>     2     --0------
<br/><br/><label>Subjects--Corporate Names: </label><br/>     6 --0-- 2 --------
<br/><br/><label>Subjects--Meeting Names: </label><br/><br/> 0    2 --
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<br/><br/><label>Subjects--Topical Terms: </label><br/>Advertising media planning.    --------20--
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<br/><br/><label>Index Terms--Genre/Form: </label><br/>----2
<br/><br/><label>LC Class. No.: </label>HF5826.5  / .S57 20102 
<br/><br/><label>Dewey Class. No.: </label>659.111 Si83a 2010  / 222 
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