Sissors, Jack Z. <br/><br/>
Advertising media planning 
by Jack Z. Sissors and Lincoln Bumba 
 - 6th ed. 
 - New York:   McGraw-Hill  2002 
 - xviii, 445p., glos., ind.  24 cm x 19 cm 
<br/><br/><label>ISBN: </label>0844215635 
<br/><br/><label>Subjects--Topical Terms: </label><br/>evaluating and selecting media vehicles<br/>marketing strategy<br/>measurement and calculations<br/>media costs and buying problems<br/>media planning<br/>principles of planning media strategy<br/>relationship among media, advertising and consumers<br/>sample media plan presentation<br/>selecting media classes<br/>setting and allocating budget<br/>strategy planning<br/>testing and experimenting
<br/><br/><label>Dewey Class. No.: </label>659.111  / SIS