Advertising media planning
Jack Z. Sissors and Roger B. Baron
| Year of publication: |
[2010] ; Seventh edition
|
|---|---|
| Authors: | Sissors, Jack Zanville ; Baron, Roger B. |
| Publisher: |
New York : McGraw-Hill |
| Subject: | Werbeplanung | Advertising planning | Werbeträger | Advertising media | USA | United States |
| Description of contents: | Table of Contents [gbv.de] |
| Extent: | XIV, 480 Seiten Diagramme |
|---|---|
| Type of publication: | Book / Working Paper |
| Type of publication (narrower categories): | Ratgeber ; Guidebook |
| Language: | English |
| Notes: | Formerly CIP Uk. - 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 |
| ISBN: | 0-07-170312-8 ; 978-0-07-170312-3 |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013469319