000			01676nam a2200277 a 4500
001			000014971
005			20160221095707.0
008			111130s2010 xxuabbogrn 001 0 eng d
942			_c
020			_a9780071703123 _c(pasta dura)
020			_a0071703128 _c(pasta dura)
040			_aCO-BrUAC _bspa _cCO-BrUAC _dCO-BrUAC
041	0		_aeng
082	0	4	_a659.111 _bS623 _221 ed.
100	1		_aSissors, Jack Zanville _d1919-2004
245	1	0	_aAdvertising media planning / _cJack Zanville Sissors, Roger B. Baron.
250			_a7 ed
260			_aNew York : _bMcGraw Hill, _c2010.
300			_a480 p. : _bil., grafs., tablas, fots. byn., mapas byn., etc.
504			_aInlcuye referencias bibliográficas, índice, glosario, etc.
505	0		_gCap. _g1. _tIntroduction to media planning: The art of matching media to the advertiser's marketing needs -- _g2. _tSample media plan presentation -- _g3. _tThe relationship among media, advertising, and consumers -- _g4. _tBasci measurements and calculations -- _g5. _tAdvanced measurements and calculations -- _g6. _tMarketing strategy and media planning -- _g7. _tStrategy planning I: Who, where, and when -- _g8. _tStrategy planning II: Weighting, Reach, Frequency, and scheduling -- _g9. _tSelecting media classes: Intermedia comparisons -- _g10. _tPriciples of planning media strategy -- _g11. _tEvaluating and selecting media vehicles -- _g12. _tMedia costs and buying problems -- _g13. _tSetting and allocating the budget -- _g14. _tTesting, experimenting, and media planning.
544	1		_aDisponible en la Colección General : _bBiblioteca Central.
650	1	4	_aPublicidad
650	1	0	_aAdvertising Media Planning
700	1		_aBaron B., Roger
999			_c14806 _d14806