000			01474cam a2200277 a 4500
001			16090384
003			OSt
005			20220301115359.0
008			100211s2010 nyuab b 001 0 eng
020			_a0844215635
040			_aDLC _cLC _dBTCTA _dYDXCP _dUKM _dC#P _dCDX _dDLC
050	0	0	_aHF5826.5.S57
082	0	0	_a659.1/11 _222
100	1		_aSissors, Jack Zanville,
245	1	0	_aAdvertising media planning. / _cJack Z. Sissors, Roger B. Baron.
250			_a6th ed.
260			_aNew York: _bMcGraw-Hill, _c2002.
300			_axviii, 445p. : _bill.; _c24cm.
500			_aIncludes index.
505	0		_aContents: 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 --
650		0	_aAdvertising media planning.
700	1		_aBaron, Roger B.
906			_a7 _bcbc _corignew _d1 _eecip _f20 _gy-gencatlg
942			_2lcc _cBK
999			_c8830 _d16330