000			01442cam a2200241 a 4500
001			16090384
005			20161109150501.0
008			100211s2010 nyuab b 001 0 eng
020			_a0071703128 (alk. paper)
020			_a9780071703123 (alk. paper)
082	0	0	_a659.111 _222 _bSIS
100	1		_aSissors, Jack Zanville, _d1919- _932515
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.
653			_bBus _cFebruary2013
650		0	_912898 _aAdvertising media planning
700	1		_aBaron, Roger B. _932516
942			_2ddc _cBB
999			_c17267 _d17239