Sissors, Jack Zanville creator Baron, Roger B. text bibliography nyu New York McGraw-Hill 2002 2010 6th ed. monographic eng

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xviii, 445p. : ill.; 24cm. 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 -- Jack Z. Sissors, Roger B. Baron. Includes index. Advertising media planning HF5826.5.S57 659.1/11 0844215635 DLC 100211 20220301115359.0 16090384