Sissors, Jack Zanville,
Advertising media planning. / Jack Z. Sissors - 7th ed. - New York : McGraw-Hill, 2010. - xiv,480p. : ill.; 24cm.
Includes bibliographical references and index.
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.
9780071703123 (alk. paper) 0071703128 (alk. paper)
2010004379
GBB064564 bnb
015561785 Uk
Advertising media planning.
HF5826.5.S57
659.1/11
Advertising media planning. / Jack Z. Sissors - 7th ed. - New York : McGraw-Hill, 2010. - xiv,480p. : ill.; 24cm.
Includes bibliographical references and index.
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.
9780071703123 (alk. paper) 0071703128 (alk. paper)
2010004379
GBB064564 bnb
015561785 Uk
Advertising media planning.
HF5826.5.S57
659.1/11