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Advertising media planning. / Jack Z. Sissors, Roger B. Baron.

By: Contributor(s): Material type: TextPublication details: New York: McGraw-Hill, 2002.Edition: 6th edDescription: xviii, 445p. : ill.; 24cmISBN:
  • 0844215635
Subject(s): DDC classification:
  • 659.1/11 22
LOC classification:
  • HF5826.5.S57
Contents:
Contents: Introduction -- 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 --
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Holdings
Cover image Item type Current library Home library Collection Shelving location Call number Materials specified Vol info URL Copy number Status Notes Date due Barcode Item holds Item hold queue priority Course reserves
Books WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY General Stacks WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY HF5826.5.S57(6e) (Browse shelf(Opens below)) Available K/021/21/19

Includes index.

Contents: Introduction -- 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 --

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