Advertising Media Planning /
Sissors, Jack Zanville, 1919-
Advertising Media Planning / Jack Z. Sissors and Roger B. Baron. - 7th ed. - New York : McGraw-Hill, c2010. - xiv, 480 p. : ill., map ; 24 cm.
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.
0071703128 (alk. paper) 9780071703123 (alk. paper)
Advertising media planning
659.111 / SIS
Advertising Media Planning / Jack Z. Sissors and Roger B. Baron. - 7th ed. - New York : McGraw-Hill, c2010. - xiv, 480 p. : ill., map ; 24 cm.
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.
0071703128 (alk. paper) 9780071703123 (alk. paper)
Advertising media planning
659.111 / SIS