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

By: Sissors, Jack ZanvilleContributor(s): Baron, Roger BMaterial type: TextTextPublisher: New York: McGraw-Hill, 2002Edition: 6th edDescription: xviii, 445p. : ill.; 24cmISBN: 0844215635Subject(s): Advertising media planningDDC classification: 659.1/11 LOC classification: HF5826.5.S57
Contents:
Contents: Introduction -- 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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Item type Current location Home library Call number Status Date due Barcode
Books Books WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY
General Stacks 		WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY
HF5826.5.S57(6e) (Browse shelf) Available K/021/21/19

Includes index.

Contents: Introduction -- 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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