02701pam a2200337 a 4500 2976767 OSt 20210414114449.0 920407s1993 ilua b 000 0 eng 92013907 0844235237 : DLC DLC DLC HF5826.5.B37 659.1/11 20 Barban, Arnold M. Essentials of media planning : A marketing viewpoint / Arnold M. Barban 3rd ed. Lincolnwood, USA : NTC Business Books, 1993. xiii,153 p. : ill. ; 26 cm. Includes bibliographical references and appendix. 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. Advertising media planning. Marketing. Cristol, Steven M. Kopec, Frank J. Publisher description http://www.loc.gov/catdir/description/mh024/92013907.html Table of contents http://www.loc.gov/catdir/toc/mh023/92013907.html 7 cbc orignew 1 ocip 19 y-gencatlg lcc BK 5569 13069 0 0 lcc 0 0 WIUC-1 WIUC-1 REF 2015-06-26 0 HF5826.5.B37 7973/400/15 2015-06-26 00:00:00 2015-06-26 BK