Advertising media planning / Jack Z. Sissors and Roger B. Baron.

By: Sissors, Jack Zanville, 1919-Contributor(s): Baron, Roger BMaterial type: TextTextPublication details: New York : McGraw-Hill, c2010Edition: 7th edDescription: 480 p. ؛ ill. ؛ 24 cmContent type: ISBN: 9780071703123 ; 0071703128 Subject(s): Advertising media planningDDC classification: 659.11
Contents:
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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Holdings
Item type Current library Home library Call number Status Date due Barcode Item holds
Books Books School of Applied Arts
School of Applied Arts
659.111 S J A (Browse shelf (Opens below)) Available 5189
Total holds: 0

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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