01474cam a2200277 a 4500 16090384 OSt 20220301115359.0 100211s2010 nyuab b 001 0 eng 0844215635 DLC LC BTCTA YDXCP UKM C#P CDX DLC HF5826.5.S57 659.1/11 22 Sissors, Jack Zanville, Advertising media planning. / Jack Z. Sissors, Roger B. Baron. 6th ed. New York: McGraw-Hill, 2002. xviii, 445p. : ill.; 24cm. 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 -- Advertising media planning. Baron, Roger B. 7 cbc orignew 1 ecip 20 y-gencatlg lcc BK 8830 16330 0 0 lcc 0 0 WIUC-KL WIUC-KL GEN 2019-10-08 WIUC 0 HF5826.5.S57(6e) K/021/21/19 2022-03-01 00:00:00 2022-03-01 BK