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Advertising media planning /

By: Sissors, Jack Zanville, 1919-.
Contributor(s): Baron, Roger B.
Publisher: New York : McGraw-Hill, c2010Edition: 7th ed.Description: xiv, 480 p. : ill., map ; 24 cm.Content type: text Media type: unmediated Carrier type: volumeISBN: 9780071703123 (alk. paper); 9780071703123:; 0071703128 (alk. paper).Subject(s): Advertising media planningDDC classification: 659.111
Contents:
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.
Summary: 'Advertising Media Planning' teaches the fundamentals of planning, purchasing, and evaluating the effectiveness of advertising. It also emphasizes today's rapid proliferation of media choices.
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Holdings
Item type Current library Call number Copy number Status Date due Barcode Item holds
Standard Loan Standard Loan ATU Sligo Yeats Library Main Lending Collection 659.111 SIS (Browse shelf(Opens below)) 1 Available 0078934
Total holds: 0

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.

'Advertising Media Planning' teaches the fundamentals of planning, purchasing, and evaluating the effectiveness of advertising. It also emphasizes today's rapid proliferation of media choices.

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