Advertising Media Planning / Jack Z. Sissors and Roger B. Baron.
Material type:![Text](/opac-tmpl/lib/famfamfam/BK.png)
- 0071703128 (alk. paper)
- 9780071703123 (alk. paper)
- 659.111 22 SIS
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659.111 SIS Advertising Media Planning / | 659.111 SIS Advertising Media Planning / | 659.111 SIS Advertising Media Planning / | 659.111 SIS Advertising Media Planning / | 659.113 PAR Advertising campaign strategy : | 659.113 PAR Advertising campaign strategy : | 659.113 PAR Advertising campaign strategy : |
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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