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Advanced Media Planning.
Appartenance & droits
ROSSITER John R. ; DANAHER Peter J.
1998
111
0-7923-8218-8
125.46-ROSSI
MEDIA PLAN ; ADVERTISING BUDGET ; ADVERTISING ; MEDIA ; RADIO ; TELEVISION SECTOR
Number of copies : 1
| No. | Call n° | Bar code | Commentary | |
|---|---|---|---|---|
| 1 | [available] |
Comment : SOMMAIRE
Preface.
1. Media Strategy: An Introduction.
2. Reach Patterns.
3. Effective Frequency.
4. Carryover and Other Frequency Decisions.
5. Media Selection.
6. Media Data, Duplications, and Strategic Rules.
7. Implementing and Optimizing the Media Schedule.
Appendix:
Manual for Media Mania.
References.
Index.
Language : English
Figure(s) : Graphique(s)
Location : Nice Library
Material : Paper
Statement : Présent
Owner : Bibliothèque