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Advertising Media Planning / Jack Z. Sissors and Roger B. Baron.

By: Contributor(s): Material type: TextPublication details: New York : McGraw-Hill, c2010.Edition: 7th edDescription: xiv, 480 p. : ill., map ; 24 cmISBN:
  • 0071703128 (alk. paper)
  • 9780071703123 (alk. paper)
Subject(s): DDC classification:
  • 659.111 22 SIS
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
Cover image Item type Current library Home library Collection Shelving location Call number Materials specified Vol info URL Copy number Status Notes Date due Barcode Item holds Item hold queue priority Course reserves
NB - Book (Non borrowing) Central Library First floor Baccah 659.111 SIS (Browse shelf(Opens below)) Not for loan 000028316
Book - Borrowing Central Library First floor Baccah 659.111 SIS (Browse shelf(Opens below)) Available 000028317
Book - Borrowing Central Library First floor Baccah 659.111 SIS (Browse shelf(Opens below)) Available 000028061
Book - Borrowing Central Library First floor Baccah 659.111 SIS (Browse shelf(Opens below)) Available 000028062
Book - Borrowing Central Library First floor Baccah 659.111 SIS (Browse shelf(Opens below)) Available 000028063
Total holds: 0

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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