| 000 -LEADER |
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| fixed length control field |
03360cam a2200349 a 4500 |
| FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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| fixed length control field |
100211s2010 nyuab b 001 0 eng |
| LIBRARY OF CONGRESS CONTROL NUMBER |
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| LC control number |
2010004379 |
| NATIONAL BIBLIOGRAPHY NUMBER |
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| National bibliography number |
GBB064564 |
| Source |
bnb |
| NATIONAL BIBLIOGRAPHIC AGENCY CONTROL NUMBER |
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| Record control number |
015561785 |
| Source |
Uk |
| INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
9780071703123 (alk. paper) |
| INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
0071703128 (alk. paper) |
| SYSTEM CONTROL NUMBER |
|---|
| System control number |
(OCoLC)ocn466353486 |
| CATALOGING SOURCE |
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| Original cataloging agency |
DLC |
| Transcribing agency |
DLC |
| Modifying agency |
BTCTA |
| -- |
YDXCP |
| -- |
UKM |
| -- |
C#P |
| -- |
CDX |
| -- |
DLC |
| LIBRARY OF CONGRESS CALL NUMBER |
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| Classification number |
HF5826.5 |
| Item number |
.S57 2010 |
| DEWEY DECIMAL CLASSIFICATION NUMBER |
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| Classification number |
659.1/11 |
| Edition number |
22 |
| SYSTEM CONTROL NUMBER |
|---|
| System control number |
(IMchF)fol13041709 |
| DATE AND TIME OF LATEST TRANSACTION |
|---|
| control field |
20170126095558.0 |
| CONTROL NUMBER |
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| control field |
35975 |
| CONTROL NUMBER IDENTIFIER |
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| control field |
UOWD |
| MAIN ENTRY--PERSONAL NAME |
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| Personal name |
Sissors, Jack Zanville, |
| Dates associated with a name |
1919- |
| TITLE STATEMENT |
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| Title |
Advertising media planning / |
| Statement of responsibility, etc |
Jack Z. Sissors and Roger B. Baron. |
| EDITION STATEMENT |
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| Edition statement |
7th ed. |
| PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
|---|
| Place of publication, distribution, etc |
New York : |
| Name of publisher, distributor, etc |
McGraw-Hill, |
| Date of publication, distribution, etc |
c2010. |
| PHYSICAL DESCRIPTION |
|---|
| Extent |
xiv, 480 p. : |
| Other physical details |
ill., map ; |
| Dimensions |
24 cm. |
| BIBLIOGRAPHY, ETC. NOTE |
|---|
| Bibliography, etc |
Includes bibliographical references and index. |
| FORMATTED CONTENTS NOTE |
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| Formatted contents note |
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. |
| STUDY PROGRAM INFORMATION NOTE |
|---|
| Program name |
MMC928 |
| SUMMARY, ETC. |
|---|
| Summary, etc |
The industry standard for 30 years--updated to include the newest developments in digitization and the three screens of video Apply the latest advertising technologies Build your brand in every medium Create the right budget for each campaign Through six previous editions, Advertising Media Planning has proven essential to the success of both practicing and aspiring media planners. Now in its seventh edition, it continues to provide valuable insight into the construction of media plans that most effectively achieve marketing objectives. Advertising Media Planning , seventh edition, retains all the critical information you need to know abouttraditional media--including TV, radio, and print--while exploring the latest media forms, illustrated with majoradvertiser case histories. You'll find comprehensive coverage of the latest media planning and digitaltechnologies, including: • Organic and sponsored Google search • Digital out-of-home video • Internet banners • Computerized media channel planning • Cell phone mobile-media • DVR's impact on TV commercial viewing • New online and traditional media measurement technologies • Interactive television• Cross-media planning • Data fusion • International competitive spending analysis This is an exciting time for media planners. Those with the most creativity, strategic insight, and knowledge of the market are sure to find the greatest rewards. Providing firm grounding on the fundamentals and bringing you up to speed on the latest developments in digitization,this updated classic is the best and most complete companion available for navigating the new frontierof media planning. |
| SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Advertising media planning. |
| ADDED ENTRY--PERSONAL NAME |
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| Personal name |
Baron, Roger B. |
| ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Koha item type |
REGULAR |