000 | 01442cam a2200241 a 4500 | ||
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001 | 16090384 | ||
005 | 20161109150501.0 | ||
008 | 100211s2010 nyuab b 001 0 eng | ||
020 | _a0071703128 (alk. paper) | ||
020 | _a9780071703123 (alk. paper) | ||
082 | 0 | 0 |
_a659.111 _222 _bSIS |
100 | 1 |
_aSissors, Jack Zanville, _d1919- _932515 |
|
245 | 1 | 0 |
_aAdvertising Media Planning / _cJack Z. Sissors and Roger B. Baron. |
250 | _a7th ed. | ||
260 |
_aNew York : _bMcGraw-Hill, _cc2010. |
||
300 |
_axiv, 480 p. : _bill., map ; _c24 cm. |
||
504 | _aIncludes bibliographical references and index. | ||
505 | 0 | _aIntroduction 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. | |
653 |
_bBus _cFebruary2013 |
||
650 | 0 |
_912898 _aAdvertising media planning |
|
700 | 1 |
_aBaron, Roger B. _932516 |
|
942 |
_2ddc _cBB |
||
999 |
_c17267 _d17239 |