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Advertising media planning / Jack Z. Sissors and Roger B. Baron.

By: Contributor(s): Material type: TextTextPublication details: New York : McGraw-Hill, c2010.Edition: 7th edDescription: xiv, 480 p. : ill., map ; 24 cmISBN:
  • 9780071703123 (alk. paper)
  • 0071703128 (alk. paper)
Subject(s): DDC classification:
  • 659.1/11 22
LOC classification:
  • HF5826.5 .S57 2010
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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Holdings
Item type Current library Collection Call number Copy number Status Date due Barcode
Books Books MAIN General AUE Library Collection HF5826.5 .S57 2010 (Browse shelf(Opens below)) 1 Available 10024781

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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