Sissors, Jack Zanville,  1919- <br/><br/>
Advertising media planning / 
Jack Z. Sissors and Roger B. Baron. 
 - 7th ed. 
 - New York :  McGraw-Hill,  c2010. 
 - 480 p. ؛  ill.  ؛  24 cm. 
<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. 
<br/><br/><label>ISBN: </label>9780071703123  0071703128  
<br/><br/><label>LCCN: </label>9780071703123 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Advertising media planning.
<br/><br/><label>Dewey Class. No.: </label>659.11  / S J A