Sissors, Jack Zanville 1919- creator Baron, Roger B. text xxu New Delhi Tata McGraw-Hill 2010 7th ed monographic eng

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xiv, 480 p. : 24 cm (pbk) ill., map 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. by Jack Z. Sissors [and] Roger B. Baron Includes bibliographical references and index. Advertising media planning 659.111 9780071071017 0071071016 ENG-102032 DBAD/PUB dpl 110217 20110217151229.0 Eng