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659.111SIS
Sissors, Jack Zanville
   Advertising media planning / by Jack Z. Sissors [and] Roger B. Baron.- 7th ed.-New Delhi:Tata McGraw-Hill ,2010.
  xiv, 480 p. : ill., map ;24 cm (pbk)
  content: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.
  Note: Includes bibliographical references and index.
  ISBN:9780071071017     Rs. 650.00  ISBN:0071071016     Rs. 650.00

  DBAD/PUB /ENG-102032/ EN-85565 /   650.00 /sign