Advertising media planning /
Sissors, Jack Zanville, 1919-
Advertising media planning / Jack Z. Sissors and Roger B. Baron. - 7th ed. - New York : McGraw-Hill, c2010. - 480 p. ؛ ill. ؛ 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.
9780071703123 0071703128
9780071703123
Advertising media planning.
659.11 / S J A
Advertising media planning / Jack Z. Sissors and Roger B. Baron. - 7th ed. - New York : McGraw-Hill, c2010. - 480 p. ؛ ill. ؛ 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.
9780071703123 0071703128
9780071703123
Advertising media planning.
659.11 / S J A