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Essentials of Media Planning

by

Barban, Arnold M., Cristol, Steven M., Kopek, Frank J.

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Essentials of Media Planning, 3rdth Edition, ISBN 9780844235226 Own This Book? Sell It
ISBN-13:

9780844235226

ISBN:

0844235229

Edition: 3rd Publisher: McGraw-Hill/Contemporary Summary: In six concise, highly readable chapters, Essentials of Media Planning explains the key elements behind every successful media program. With an emphasis on the role of media planning in marketing decision making, this practical, hands-on guide is the first step towards structuring a complete and workable media plan for any product or service. New to This Edition Actual media plans by leading agencies for top new cons [read more]
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Product Details
ISBN-13:

9780844235226


ISBN:

0844235229


Edition: 3rd
Publisher: McGraw-Hill/Contemporary

In six concise, highly readable chapters, Essentials of Media Planning explains the key elements behind every successful media program. With an emphasis on the role of media planning in marketing decision making, this practical, hands-on guide is the first step towards structuring a complete and workable media plan for any product or service. New to This Edition Actual media plans by leading agencies for top new consumer and business-to-business products--Levi Dockers, Sun Microsystems, and Samsonite Luggage An illustrated analysis of the media decision-making process The enhanced role of database marketing in media planning to reach individual consumers with targeted messages Expanded coverage of market segmentation devices, including new VALS 2 and SMRB data Up-to-date media sources and statistics Critical evaluation of newly developed online media selection services, including SMRB's CHOICES and Telmar's MicroNetwork N3P Authoritative and easy-to-use, Essentials of Media Planning is a "real-world," back-to-basics guide for every media specialist, advertiser, marketer, and media student.

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