TY  - BOOK
AU  - Sissors,Jack Zanville
AU  - Baron,Roger B.
TI  - Advertising media planning \
SN  - 9780071703123 (alk. paper)
AV  - HF5826.5 .S57 2010
U1  - 659.111 22
PY  - 2010///
CY  - New York
PB  - McGraw-Hill
KW  - Advertising media planning
N1  - 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
ER  -