000 03360cam a2200349 a 4500
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 _a659.1/11
_222
100 1 _aSissors, Jack Zanville,
_d1919-
245 1 0 _aAdvertising media planning /
_cJack Z. Sissors and Roger B. Baron.
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.
035 _a(IMchF)fol13041709
526 0 _aMMC928
520 _aThe 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.
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