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Advertising media planning /

紀錄類型:	書目-語言資料,印刷品 : 單行本
正題名/作者:	Advertising media planning // Jack Z. Sissors and Roger B. Baron.
作者:	Sissors, Jack Zanville,
其他作者:	Baron, Roger B.
出版者:	New York :McGraw-Hill,c2010.
面頁冊數:	xiv, 480 p. :ill., map ;24 cm.
標題:	Advertising media planning. -
ISBN:	0071703128 (hbk. : alk. paper)
ISBN:	9780071703123 (hbk. : alk. paper) :

Advertising media planning /
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020 $a 0071703128 (hbk. : alk. paper)
020 $a 9780071703123 (hbk. : alk. paper) : $c NT2772
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100 1 $a Sissors, Jack Zanville, $d 1919- $3 187462
245 1 0 $a Advertising media planning / $c Jack Z. Sissors and Roger B. Baron.
250 $a 7th ed.
260 $a New York : $b McGraw-Hill, $c c2010.
300 $a xiv, 480 p. : $b ill., map ; $c 24 cm.
504 $a Includes bibliographical references and index.
505 0 $a 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.
650 0 $a Advertising media planning. $3 150240
700 1 $a Baron, Roger B. $3 187463