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Advertising media planning / Jack Z. Sissors and Roger B. Baron ; foreword by Erwin Ephron.

By: Contributor(s): Publication details: Chicago : McGraw-Hill, c2002.Edition: 6th editionDescription: xviii, 445 p. : ill. ; 25 cmISBN:
  • 0844215635 (alk. paper)
Subject(s): DDC classification:
  • 659.111 21 SIS
Online resources:
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Holdings
Item type Current library Call number Copy number Status Date due Barcode
Book Closed Access Book Closed Access Health Sciences Library 659.111 SIS 1 (Browse shelf(Opens below)) 1 Available MBAL22050326

Content
1. Introduction
2. Sample Media Plan Presentation
3. The Relationship Among Media, Advertising, and Consumers
4. Basic Measurements and Calculations
5. Advanced Measurements and Calculations
6. Marketing Strategy and Media Planning
7. Strategy Planning I: Who, Where, and When
8. Strategy Planning II: Weighting, Reach, Frequency, and Scheduling
9. Selecting Media Classes: Intermedia Comparisons
10. Principles of Planning Media Strategy
11. Evaluating and Selecting Media Vehicles
12. Media Costs and Buying Problems
13. Setting and Allocating the Budget
14. Testing, Experimenting, and Media Planning.

Includes bibliographical references and index.

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