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- 2010004379 contributor B11741774.
- 2010004379 contributor B11741775.
- 2010004379 created "c2010.".
- 2010004379 date "2010".
- 2010004379 date "c2010.".
- 2010004379 dateCopyrighted "c2010.".
- 2010004379 description "Includes bibliographical references and index.".
- 2010004379 description "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.".
- 2010004379 extent "xiv, 480 p. :".
- 2010004379 identifier "0071703128 (alk. paper)".
- 2010004379 identifier "9780071703123 (alk. paper)".
- 2010004379 issued "2010".
- 2010004379 issued "c2010.".
- 2010004379 language "eng".
- 2010004379 publisher "New York : McGraw-Hill,".
- 2010004379 subject "659.1/11 22".
- 2010004379 subject "Advertising media planning.".
- 2010004379 subject "HF5826.5 .S57 2010".
- 2010004379 tableOfContents "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.".
- 2010004379 title "Advertising media planning / Jack Z. Sissors and Roger B. Baron.".
- 2010004379 type "text".