01769nam a22003137a 4500 20110217151229.0 110217t xxu||||| |||| 00| 0 eng d ENG-102032 9780071071017 650.00 0071071016 650.00 EN-85565 DBAD/PUB dpl Eng 659.111 Sissors, Jack Zanville 12973 1919- Advertising media planning / by Jack Z. Sissors [and] Roger B. Baron 7th ed New Delhi Tata McGraw-Hill 2010 7, West Patel Nagar New Delhi 110008 xiv, 480 p. : 24 cm (pbk) ill., map 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. 26034 Advertising media planning. 26038 26035 Baron, Roger B. 26036 ddc EN SIS 659.111 50618 50618 0 0 ddc 0 1 NFIC DBAD DBAD 2011-02-17 DBAD/PUB 650.00 0 659.111 SIS EN-85565 2011-02-17 00:00:00 1 650.00 2011-02-17 EN