AuthorBarban, Arnold M
TitleEssentials 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


SUBJECT

  1. Mass Media -- Planning
  2. Marketing and Media
  3. Advertising Media Planning

LOCATIONCALL#STATUS
Communication Arts Library301.161 B228E 1993 CHECK SHELVES