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Media Planning

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ISBN-10: 0844235024

ISBN-13: 9780844235028

Edition: 5th 1996 (Revised)

Authors: William B. Goodrich, Jack Z. Sissors

List price: $104.33
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Description:

Thirty six carefully constructed exercises bridge the gap between theory and practice. Each one challenges readers to apply their knowledge of media planning to a variety of problems encountered every day by media strategists and planners.
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Book details

List price: $104.33
Edition: 5th
Copyright year: 1996
Publisher: McGraw-Hill Companies, The
Publication date: 2/9/2001
Binding: Paperback
Size: 8.25" wide x 11.25" long x 0.75" tall
Weight: 1.386
Language: English

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