TY  - BOOK
AU  - Sissors,Jack Zanville
AU  - Baron,Roger B.
TI  - Advertising media planning.
SN  - 0844215635
AV  - HF5826.5.S57  
U1  - 659.1/11 22
PY  - 2002///
CY  - New York
PB  - McGraw-Hill
KW  - Advertising media planning
N1  - 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 --
ER  -