Essentials of media planning : A marketing viewpoint / (Record no. 5569)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 02701pam a2200337 a 4500 |
| 001 - CONTROL NUMBER | |
| control field | 2976767 |
| 003 - CONTROL NUMBER IDENTIFIER | |
| control field | OSt |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20210414114449.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 920407s1993 ilua b 000 0 eng |
| 010 ## - LIBRARY OF CONGRESS CONTROL NUMBER | |
| LC control number | 92013907 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 0844235237 : |
| 040 ## - CATALOGING SOURCE | |
| Original cataloging agency | DLC |
| Transcribing agency | DLC |
| Modifying agency | DLC |
| 050 00 - LIBRARY OF CONGRESS CALL NUMBER | |
| Classification number | HF5826.5.B37 |
| 082 00 - DEWEY DECIMAL CLASSIFICATION NUMBER | |
| Classification number | 659.1/11 |
| Edition number | 20 |
| 100 1# - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Barban, Arnold M. |
| 245 10 - TITLE STATEMENT | |
| Title | Essentials of media planning : A marketing viewpoint / |
| Statement of responsibility, etc. | Arnold M. Barban |
| 250 ## - EDITION STATEMENT | |
| Edition statement | 3rd ed. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Place of publication, distribution, etc. | Lincolnwood, USA : |
| Name of publisher, distributor, etc. | NTC Business Books, |
| Date of publication, distribution, etc. | 1993. |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | xiii,153 p. : |
| Other physical details | ill. ; |
| Dimensions | 26 cm. |
| 500 ## - GENERAL NOTE | |
| General note | Includes bibliographical references and appendix. |
| 505 ## - FORMATTED CONTENTS NOTE | |
| Formatted contents note | Content: A brief introduction to media planning: What is media planning? -- The need for flexibility in media planning -- An overview of the media decision-making process -- Database marketing and media planning -- Summary -- Endnotes -- How marketing planning affects media planning: How marketing plans influence media plans -- How promotion plans affect media plans -- The marketing mix as a system -- How uncontrollable variables affect environment for media decisions -- Summary -- Endnotes -- Target market definition and media-marker matching: Marketing plans revolve around defined markets -- Matching markets and media -- Parameters for defining the target market -- Applying the target market definition to media decisions -- The final linkage between target markets and vehicle audiences -- More than one target markets: A question of relative emphasis -- Summary -- Endnotes -- Media objectives: A perspective on media objectives -- Concepts essential to the establishment of media objectives -- The reach-frequency trade-off -- General guidelines for formulation of media objectives -- Guidelines for stating media objectives -- The importance of specificity in media objectives -- Summary -- Endnotes -- The media mix and media weighting decisions: Media weighting -- Shifting media mix -- Media mix strategies -- Summary -- Endnotes -- Summary and conclusions: Review and summarization -- Media decisions today and tomorrow: Application of management tools -- The marriage of media and marketing -- Endnotes. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Advertising media planning. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Marketing. |
| 700 1# - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Cristol, Steven M. |
| 700 1# - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Kopec, Frank J. |
| 856 42 - ELECTRONIC LOCATION AND ACCESS | |
| Materials specified | Publisher description |
| Uniform Resource Identifier | <a href="http://www.loc.gov/catdir/description/mh024/92013907.html">http://www.loc.gov/catdir/description/mh024/92013907.html</a> |
| 856 41 - ELECTRONIC LOCATION AND ACCESS | |
| Materials specified | Table of contents |
| Uniform Resource Identifier | <a href="http://www.loc.gov/catdir/toc/mh023/92013907.html">http://www.loc.gov/catdir/toc/mh023/92013907.html</a> |
| 906 ## - LOCAL DATA ELEMENT F, LDF (RLIN) | |
| a | 7 |
| b | cbc |
| c | orignew |
| d | 1 |
| e | ocip |
| f | 19 |
| g | y-gencatlg |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Library of Congress Classification |
| Koha item type | Books |
| Withdrawn status | Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Home library | Current library | Shelving location | Date acquired | Total Checkouts | Full call number | Barcode | Date last seen | Price effective from | Koha item type |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Library of Congress Classification | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY | Reference | 26/06/2015 | HF5826.5.B37 | 7973/400/15 | 26/06/2015 | 26/06/2015 | Books |