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Advertising media planning \ Jack Zanville Sissors.

By: Sissors, Jack Zanville.
Contributor(s): Baron, Roger B.
Material type: TextTextPublisher: New York : McGraw-Hill, c2010Edition: 7th ed.Description: xiv, 480 p. : ill., map ; 24 cm.ISBN: 9780071703123 (alk. paper); 0071703128 (alk. paper).Subject(s): Advertising media planningDDC classification: 659.111
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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Item type Current location Call number Status Date due Barcode
Books Books Centeral Library
First Floor - Mass communication
659.111 S.J.A 2010 (Browse shelf) Available 27661
Books Books Centeral Library
First Floor - Mass communication
659.111 S.J.A 2010 (Browse shelf) Available 27662
Books Books Centeral Library
First Floor - Mass communication
659.111 S.J.A 2010 (Browse shelf) Available 24185
Books Books Centeral Library
First Floor - Mass communication
659.111 S.J.A 2010 (Browse shelf) Available 24186
Books Books Centeral Library
First Floor - Mass communication
659.111 S.J.A 2010 (Browse shelf) Available 24354

Includes bibliographical references and index.

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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