Advertising media planning. / Jack Z. Sissors
Material type: TextPublisher: New York : McGraw-Hill, 2010Edition: 7th edDescription: xiv,480p. : ill.; 24cmISBN: 9780071703123 (alk. paper); 0071703128 (alk. paper)Subject(s): Advertising media planningDDC classification: 659.1/11 LOC classification: HF5826.5.S57Item type | Current location | Home library | Call number | Status | Date due | Barcode |
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Books | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY Reference | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY | HF5826.5.S57 (Browse shelf) | Available | 7966/393/15 |
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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.
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