000			01769nam a22003137a 4500
005			20110217151229.0
008			110217t xxu||||| |||| 00| 0 eng d
010			_aENG-102032
020			_a9780071071017 _c650.00
020			_a0071071016 _c650.00
035			_aEN-85565
037			_bDBAD/PUB
040			_adpl _bEng
082			_a659.111
100			_aSissors, Jack Zanville _912973 _d1919-
245			_aAdvertising media planning / _cby Jack Z. Sissors [and] Roger B. Baron
250			_a7th ed
260			_aNew Delhi _bTata McGraw-Hill _c2010
270			_a7, West Patel Nagar _bNew Delhi _e110008
300			_axiv, 480 p. : _c24 cm (pbk) _bill., map
500			_aIncludes bibliographical references and index.
505			_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.
650			_926034 _aAdvertising media planning.
650			_926038
700			_926035 _aBaron, Roger B.
700			_926036
942			_2ddc _cEN _mSIS _h659.111
999			_c50618 _d50618