Advertising Media Planning, Third Edition, by Jack Z. Sissors an

Advertising Media Planning, Third Edition, by Jack Z. Sissors and Lincoln Bumba.

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This is a leading reference on the complex subject of media planning for 
advertising. It presents the fundamentals of formulating and implementing 
a media plan, with comprehensive specific guidelines and advise for the 
beginner advertiser as well as the pro's.

the main book content is as follows: 

Marketing strategy and media planning
Reach, frequency, continuity (measurements, calculations, weighing,..) 
Selecting media classes and inter-media comparisons
Evaluating and selecting media vehicles
The mechanics of putting a media plan together
an annotated media plan
Media costs and buying problems
Setting and allocating budgets
Media Planning testing and experimenting
Use of computers in media planning
Consumers and media planning relationship
Tools for media measuring
Effective Frequency and reach

462 pages
university level textbook
hard cover
Price: $ 19
How to buy this book: scroll down this page and click add to chart
ISBN: 0844231584