Book
Advertising media planning
Record details
- ISBN: 9780844235004
- ISBN: 0844235008
-
Physical Description:
print
xiv, 514 p. : ill. ; cm. - Edition: 5th ed.
- Publisher: Lincolnwood, Ill. : NTC Business Books, c1996.
Content descriptions
| Bibliography, etc. Note: | Includes bibliographical references and index. |
| Formatted Contents Note: | 1. Media Planning in Changing Times -- 2. The Information Superhighway: Interactive Advertising on Television and Cybermedia -- 3. Integrated Marketing Communications and Database Marketing -- 4. The Relationship among Media, Advertising, and Consumers -- 5. Basic Measurements and Calculations -- 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. Principles of Planning Media Strategy -- 12. How to Evaluate and Select Media Vehicles -- 13. Assembling Elements of a Media Plan -- 14. A Professional Media Plan (Annotated) -- 15. Media Costs and Buying Problems -- 16. Setting and Allocating the Budget -- 17. Testing, Experimenting, and Media Planning. |
Search for related items by subject
| Subject: | Advertising media planning |
Available copies
- 1 of 1 copy available at College of the Rockies.
Holds
- 0 current holds with 1 total copy.
Show Only Available Copies
| Location | Call Number / Copy Notes | Barcode | Shelving Location | Circulation Modifier | Holdable? | Status | Due Date | Courses |
|---|---|---|---|---|---|---|---|---|
| Cranbrook Campus | HF 5826.5 .S57 1996 (Text) | 11111001223074 | CRANBROOK | Volume hold | Available | - |
