Sissors, Jack Zanville  1919-2004 <br/><br/>
Advertising media planning / 
Jack Zanville Sissors, Roger B. Baron. 
 - 7 ed 
 - New York :  McGraw Hill,  2010. 
 - 480 p. :  il., grafs., tablas, fots. byn., mapas byn., etc. 
<br/><br/>Inlcuye referencias bibliográficas, índice, glosario, etc. 
<br/><br/> 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 --  Basci 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 --  Priciples of planning media strategy --  Evaluating and selecting media vehicles --  Media costs and buying problems --  Setting and allocating the budget --  Testing, experimenting, and media planning.  Cap.  1.  2.  3.  4.  5.  6.  7.  8.  9.  10.  11.  12.  13.  14. 
<br/><br/><br/>Disponible en la Colección General : <br/>Biblioteca Central. 
<br/><br/><label>ISBN: </label>9780071703123  (pasta dura) 0071703128  (pasta dura) 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Publicidad<br/>Advertising Media Planning
<br/><br/><label>Dewey Class. No.: </label>659.111  / S623