Advertising media planning /
By: Sissors, Jack Zanville.
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: 659.111Item type | Current library | Call number | Copy number | Status | Date due | Barcode | Item holds |
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ATU Sligo Yeats Library Main Lending Collection | 659.111 SIS (Browse shelf(Opens below)) | 1 | Available | 0078934 |
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.