01442cam a2200241 a 4500 16090384 20161109150501.0 100211s2010 nyuab b 001 0 eng 0071703128 (alk. paper) 9780071703123 (alk. paper) 659.111 22 SIS Sissors, Jack Zanville, 1919- 32515 Advertising Media Planning / Jack Z. Sissors and Roger B. Baron. 7th ed. New York : McGraw-Hill, c2010. xiv, 480 p. : ill., map ; 24 cm. 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. Bus February2013 12898 Advertising media planning Baron, Roger B. 32516 ddc BB 17267 17239 0 0 ddc 0 0 Baccah MAIN MAIN 1ST 2013-02-07 purchase 2 11 659.111 SIS 000028061 2025-07-15 00:00:00 2018-11-04 BB 0 0 ddc 0 0 Baccah MAIN MAIN 1ST 2013-02-07 purchase 4 39 659.111 SIS 000028062 2025-07-15 00:00:00 2020-02-11 BB 0 0 ddc 0 0 Baccah MAIN MAIN 1ST 2013-02-07 purchase 3 21 659.111 SIS 000028063 2025-07-15 00:00:00 2020-02-11 BB 0 0 ddc 0 0 Baccah MAIN MAIN 1ST 2013-02-19 purchase 0 659.111 SIS 000028316 2025-07-15 00:00:00 NB 0 0 ddc 0 0 Baccah MAIN MAIN 1ST 2013-02-19 purchase 2 17 659.111 SIS 000028317 2025-07-15 00:00:00 2018-11-18 BB