Advertising media planning /
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| Author / Creator: | Sissors, Jack Zanville, 1919- |
|---|---|
| Edition: | 4th ed. |
| Imprint: | Lincolnwood, Ill., USA : NTC Business Books, c1993. |
| Description: | x, 485 p. : ill. ; 25 cm. |
| Language: | English |
| Subject: | |
| Format: | Print Book |
| URL for this record: | http://pi.lib.uchicago.edu/1001/cat/bib/1603609 |
Table of Contents:
- Foreword / Leonard S. Matthews
- 1. Introduction to Media Planning
- 2. Integrated Marketing Communications, Database Marketing, and Media Planning
- 3. The Relationship between Media, Advertising, and Consumers
- 4. Basic Measurements and Calculations
- 5. New Media Measuring Tools
- 6. Reach, Frequency, and Effective Frequency
- 7. Marketing Strategy and Media Planning
- 8. Strategy Planning I: Who, Where, and When
- 9. Strategy Planning II: Weighting, Reach, Frequency, and Continuity
- 10. Selecting Media Classes: Intermedia Comparisons
- 11. Planning Media Strategy
- 12. Evaluating and Selecting Media Vehicles
- 13. Putting a Media Plan Together: The Mechanics
- 14. An Annotated Media Plan
- 15. Media Costs and Buying Problems
- 16. Setting and Allocating the Budget
- 17. Testing, Experimenting, and Media Planning
- 18. The Future.