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Media Planning by Jack Z. Sissors and William B. Goodrich (2001, Trade Paperback, Workbook,Revised edition)

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Media Planning Workbook by Goodrich, William B.; Sissors, Jack Z.; Goodrich William Pages can have notes/highlighting. Spine may show signs of wear. ~ ThriftBooks: Read More, Spend Less

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Product Information

Help your students master the skills and techniques needed to research, plan, and buy advertising media. By working through carefully constructed exercises, they'll learn how to apply their knowledge of how media are selected and make well-informed media buying decisions. Over 30 assignments, complete with in-depth discussions, cover the entire range of media problems including market analysis, media analysis, and media strategy.

Product Identifiers

Publisher
McGraw-Hill Companies, T.H.E.
ISBN-10
0844235024
ISBN-13
9780844235028
eBay Product ID (ePID)
229760

Product Key Features

Author
William B. Goodrich, Jack Z. Sissors
Publication Name
Media Planning
Format
Trade Paperback
Language
English
Publication Year
2001
Type
Textbook

Dimensions

Item Length
10.7in
Item Height
0.5in
Item Width
8.3in
Item Weight
16.8 Oz

Additional Product Features

Lc Classification Number
Hf5826.5.G66 1996
Edition Description
Workbook,Revised Edition
Edition Number
5
Table of Content
Demographic and Index Numbers Misleading Index Numbers Using Simmons for Selecting Primary Target Demographics Analyzing Product Usage Data Analyzing Market Data Sales & Marketing Management Survey of Buying Power Data Competitive Media Expenditure Analysis SRDS Media Information Market Selections Based on Sales Data Weighting BDI and CDI Data Understanding Coverage Cost-per-Thousand (CPM) Concepts Television Ratings Future Television Ratings/Audiences Broadcast Program Selection Reach and Frequency Reach and Frequency of a Combination of Media Vehicles Converting TV Household Data to Target Audience Reach and Frequency Reach and Frequency for Radio Reach and Frequency from Competitive Media Expenditure Data Determining Effective Frequency and Reach Gross Impressions in Media Planning Strategic Impressions Quintile and Frequency Distributions Delivering the Planned Objectives Writing Media Objectives Planning Media Strategy Media Plan Checklist Media Strategy Planning Problem An Annotated Media Plan for Lux Liquid Developing a Complete Media Plan Spot TV Planning Allocating an Advertising Budget to Spot TV Markets Spot TV Buying Problem Developing a Regional media Plan Evaluating a Media Plan Appendix: Media Rates
Copyright Date
1996
Target Audience
College Audience
Topic
Advertising & Promotion
Lccn
95-039649
Dewey Decimal
659.1/4
Dewey Edition
21
Illustrated
Yes
Genre
Non-Classifiable, Business & Economics

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Media Planning by Jack Z. Sissors and William B. Goodrich (2001, Trade Paperback, Workbook,Revised edition)

About this product

Product Information

Product Identifiers

Product Key Features

Dimensions

Additional Product Features

All listings for this product

item 1 Media Planning Workbook

item 2 Media Planning Paperback Jack Z., Goodrich, William B. Sissors

item 3 Media Planning Workbook By William Goodrich, Jack Sissors

item 4 Media Planning Workbook By William Goodrich, Jack Sissors

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