000 | 01748cam a2200325 a 4500 | ||
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999 |
_c465 _d465 |
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001 | 16090384 | ||
005 | 20180508084221.0 | ||
008 | 100211s2010 nyuab b 001 0 eng | ||
010 | _a 2010004379 | ||
015 |
_aGBB064564 _2bnb |
||
016 | 7 |
_a015561785 _2Uk |
|
020 | _a9780071703123 (alk. paper) | ||
020 | _a0071703128 (alk. paper) | ||
035 | _a(OCoLC)ocn466353486 | ||
040 |
_aDLC _cDLC _dBTCTA _dYDXCP _dUKM _dC#P _dCDX _dDLC |
||
050 | 0 | 0 |
_aHF5826.5 _b.S57 2010 |
082 | 0 | 0 |
_a659.111 _222 _bS.J.A |
100 | 1 | _aSissors, Jack Zanville, | |
245 | 1 | 0 |
_aAdvertising media planning \ _cJack Zanville Sissors. |
250 | _a7th ed. | ||
260 |
_aNew York : _bMcGraw-Hill, _cc2010. |
||
300 |
_axiv, 480 p. : _bill., map ; _c24 cm. |
||
504 | _aIncludes bibliographical references and index. | ||
505 | 0 | _aIntroduction 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. | |
650 | 0 | _aAdvertising media planning. | |
700 | 1 | _aBaron, Roger B. | |
906 |
_a7 _bcbc _corignew _d1 _eecip _f20 _gy-gencatlg |
||
942 |
_2ddc _cBK |