Advertising media planning
By: Jack Z. Sissors and Roger B. Baron.
Contributors: Baron, Roger B.
Edition: 7th ed.
Publisher: McGraw-Hill
Published: 2010
Place of publication: New York
Language: eng
Number of pages: 496
ISBN-13: 9780071703123
Subjects: Advertising media planning
Table of contents: title: Sample media plan presentation; title: The relationship among media, advertising, and consumers; title: Basic measurements and calculations; title: Advanced measurements and calculations; title: Marketing strategy and media planning; title: Strategy planning I: who, where, and when; title: Strategy planning II: weighting, reach, frequency, and scheduling; title: Selecting media classes : intermedia comparisons.