TY  - BOOK
AU  - Sissors,Jack Zanville
AU  - Baron B.,Roger
TI  - Advertising media planning
SN  - 9780071703123
U1  - 659.111 21 ed.
PY  - 2010///
CY  - New York
PB  - McGraw Hill
KW  - Publicidad
KW  - Advertising Media Planning
N1  - Inlcuye referencias bibliográficas, índice, glosario, etc; Cap; 1; Introduction to media planning: The art of matching media to the advertiser's marketing needs --; 2; Sample media plan presentation --; 3; The relationship among media, advertising, and consumers --; 4; Basci measurements and calculations --; 5; Advanced measurements and calculations --; 6; Marketing strategy and media planning --; 7; Strategy planning I: Who, where, and when --; 8; Strategy planning II: Weighting, Reach, Frequency, and scheduling --; 9; Selecting media classes: Intermedia comparisons --; 10; Priciples of planning media strategy --; 11; Evaluating and selecting media vehicles --; 12; Media costs and buying problems --; 13; Setting and allocating the budget --; 14; Testing, experimenting, and media planning
ER  -