000			01519cam a2200289 a 4500
003			BUC
005			20220129065620.0
008			191210s2010 nyuab b 001 0 eng
010			_a9780071703123
020			_a9780071703123
020			_a0071703128
040			_aBADR UNIVERSITY IN CAIRO _cBADR UNIVERSITY IN CAIRO _beng _erda
082	0	0	_a659.11 _222 _bS J A
100	1		_aSissors, Jack Zanville, _d1919-
245	1	0	_aAdvertising media planning / _cJack Z. Sissors and Roger B. Baron.
250			_a7th ed.
260			_aNew York : _bMcGraw-Hill, _cc2010.
300			_a480 p. ؛ _bill. ؛ _c24 cm.
336			_236
504			_aIncludes bibliographical references and index.
505			_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.
650		0	_aAdvertising media planning.
700	1		_aBaron, Roger B.
902			_aH.Zaki
942			_2ddc _cBK
999			_c188 _d188