Advertising media planning \ Jack Zanville Sissors.
Material type: TextPublication details: New York : McGraw-Hill, c2010.Edition: 7th edDescription: xiv, 480 p. : ill., map ; 24 cmISBN:- 9780071703123 (alk. paper)
- 0071703128 (alk. paper)
- 659.111 22 S.J.A
- HF5826.5 .S57 2010
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Books | Centeral Library First Floor - Mass communication | 659.111 S.J.A 2010 (Browse shelf(Opens below)) | Available | 28254 | ||
Books | Centeral Library First Floor - Mass communication | 659.111 S.J.A 2010 (Browse shelf(Opens below)) | Available | 27896 | ||
Books | Centeral Library First Floor - Mass communication | 659.111 S.J.A 2010 (Browse shelf(Opens below)) | Available | 27661 | ||
Books | Centeral Library First Floor - Mass communication | 659.111 S.J.A 2010 (Browse shelf(Opens below)) | Available | 27662 | ||
Books | Centeral Library First Floor - Mass communication | 659.111 S.J.A 2010 (Browse shelf(Opens below)) | Available | 24185 | ||
Books | Centeral Library First Floor - Mass communication | 659.111 S.J.A 2010 (Browse shelf(Opens below)) | Available | 24186 | ||
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659.111 S.J.A 2010 Advertising media planning \ | 659.111 S.J.A 2010 Advertising media planning \ | 659.111 S.J.A 2010 Advertising media planning \ | 659.111 S.J.A 2010 Advertising media planning \ | 659.111 S.J.A 2010 Advertising media planning \ | 659.121 B.G.A 2009 Advertising and promotion : | 659.121 B.G.A 2009 Advertising and promotion : |
Includes bibliographical references and index.
Introduction to media planning : the art of matching media to the advertiser's marketing needs -- 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.
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