Sissors, Jack Zanville, <br/><br/>
Advertising media planning. / 
Jack Z. Sissors, Roger B. Baron. 
 - 6th ed. 
 - New York:  McGraw-Hill,  2002. 
 - xviii, 445p. :  ill.;  24cm. 
<br/><br/> Includes index. 
<br/><br/>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 -- 
<br/><br/><label>ISBN: </label>0844215635 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Advertising media planning.
<br/><br/><label>LC Class. No.: </label>HF5826.5.S57  
<br/><br/><label>Dewey Class. No.: </label>659.1/11