TY  - BOOK
AU  - Barban,Arnold M.
AU  - Cristol,Steven M.
AU  - Kopec,Frank J.
TI  - Essentials of media planning : A marketing viewpoint
SN  - 0844235237 :
AV  - HF5826.5.B37  
U1  - 659.1/11 20
PY  - 1993///
CY  - Lincolnwood, USA
PB  - NTC Business Books
KW  - Advertising media planning
KW  - Marketing
N1  - Includes bibliographical references and appendix; Content: A brief introduction to media planning: What is media planning? -- The need for flexibility in media planning -- An overview of the media decision-making process -- Database marketing and media planning -- Summary -- Endnotes -- How marketing planning affects media planning: How marketing plans influence media plans -- How promotion plans affect media plans -- The marketing mix as a system -- How uncontrollable variables affect environment for media decisions -- Summary -- Endnotes -- Target market definition and media-marker matching: Marketing plans revolve around defined markets -- Matching markets and media -- Parameters for defining the target market -- Applying the target market definition to media decisions -- The final linkage between target markets and vehicle audiences -- More than one target markets: A question of relative emphasis -- Summary -- Endnotes -- Media objectives: A perspective on media objectives -- Concepts essential to the establishment of media objectives -- The reach-frequency trade-off -- General guidelines for formulation of media objectives -- Guidelines for stating media objectives -- The importance of specificity in media objectives -- Summary -- Endnotes -- The media mix and media weighting decisions: Media weighting -- Shifting media mix -- Media mix strategies -- Summary -- Endnotes -- Summary and conclusions: Review and summarization -- Media decisions today and tomorrow: Application of management tools -- The marriage of media and marketing -- Endnotes
UR  - http://www.loc.gov/catdir/description/mh024/92013907.html
UR  - http://www.loc.gov/catdir/toc/mh023/92013907.html
ER  -