000			01480cam a2200265 a 4500
001			a4165
003			SIRSI
008			100211s2010 nyuab b 001 0 eng
010			_a 2010004379
016	7		_a015561785 _2Uk
020			_a9780071703123 (alk. paper)
020			_a0071703128 (alk. paper)
035			_a(Sirsi) i9780071703123
050	0	0	_aHF5826.5 _b.S57 2010
082	0	0	_a659.1/11 _222
100	1		_aSissors, Jack Zanville, _d1919-
245	1	0	_aAdvertising media planning / _cJack Z. Sissors and Roger B. Baron.
250			_a7th ed.
260			_aNew York : _bMcGraw-Hill, _cc2010.
300			_axiv, 480 p. : _bill., map ; _c24 cm.
504			_aIncludes bibliographical references and index.
505	0		_aIntroduction 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.
650		0	_aAdvertising media planning.
700	1		_aBaron, Roger B.
999			_c18224 _d18224