Essentials of media planning: a marketing viewpoint/ Arnold M. Barban, Steven M. Cristol and Frank J. Kopec
Imprint
Lincolnwood, Illinois: NTC Business Books, c1993
Edition
3rd ed
Descript
xiii, 153 p.; 26 cm
CONTENT
A brief introduction to media planning -- How marketing planning affects media planning -- Target market definition and media-market matching -- Media objectives -- The media mix and media weighting decisions -- Summary and concludes