Advertising media planning - Sissors, Jack Zanville 1919-; Baron, Roger B. (New Delhi Tata McGraw-Hill, 2010)
Introduction to media planning : the art of matching media to the advertiser$1 (Bs 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.s
Includes bibliographical references and index.
Keywords: Advertising media planning