| 000 -LEADER |
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| fixed length control field |
09094cam a2201621Ii 4500 |
| 001 - CONTROL NUMBER |
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| control field |
2240 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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| fixed length control field |
100211s2010 nyuab b 001 0 eng |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
0071703128 (hardback) |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
9780071703123 (hardback) |
| 040 ## - CATALOGING SOURCE |
|---|
| Description conventions |
rda |
| 049 ## - LOCAL HOLDINGS (OCLC) |
|---|
| Holding library |
TR-IsMEF |
| 050 00 - LIBRARY OF CONGRESS CALL NUMBER |
|---|
| Classification number |
HF5826.5 |
| Item number |
.S57 2010 |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Sissors, Jack Zanville, |
| Dates associated with a name |
1919-, eauthor. |
| 245 10 - TITLE STATEMENT |
|---|
| Title |
Advertising media planning / |
| Statement of responsibility, etc. |
Jack Z. Sissors and Roger B. Baron. |
| 250 ## - EDITION STATEMENT |
|---|
| Edition statement |
Seventh edition. |
| 264 ## - PRODUCTION, PUBLICATION, DISTRIBUTION, MANUFACTURE, AND COPYRIGHT NOTICE |
|---|
| Place of production, publication, distribution, manufacture |
New York : |
| Name of producer, publisher, distributor, manufacturer |
McGraw-Hill, |
| Date of production, publication, distribution, manufacture, or copyright notice |
2010. |
| 264 4# - PRODUCTION, PUBLICATION, DISTRIBUTION, MANUFACTURE, AND COPYRIGHT NOTICE |
|---|
| Place of production, publication, distribution, manufacture |
©2010. |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
xiv, 480 pages : |
| Other physical details |
illustrations, map ; |
| Dimensions |
24 cm. |
| 336 ## - CONTENT TYPE |
|---|
| Content type term |
text |
| Source |
rdacontent |
| 337 ## - MEDIA TYPE |
|---|
| Media type term |
unmediated |
| Source |
rdamedia |
| 338 ## - CARRIER TYPE |
|---|
| Carrier type term |
volume |
| Source |
rdacarrier |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE |
|---|
| Bibliography, etc. note |
Includes bibliographical references and index. |
| 505 0# - FORMATTED CONTENTS NOTE |
|---|
| Formatted contents note |
Introduction to media planning : the art of matching media to the advertiser's marketing needs -- Sample media plan presentation -- The relationship among media, advertising, and consumers -- Basic measurements and calculations -- Advanced measurements and calculations -- Marketing strategy and media planning -- Strategy planning I : who, where, and when -- Strategy planning II : weighting, reach, frequency, and scheduling -- Selecting media classes : intermedia comparisons -- Principles of planning media strategy -- Evaluating and selecting media vehicles -- Media costs and buying problems -- Setting and allocating the budget -- Testing, experimenting, and media planning. |
| 520 ## - SUMMARY, ETC. |
|---|
| Summary, etc |
The industry standard for 30 years-updated to include the newest developments in digitization and the three screens of video Apply the latest advertising technologies Build your brand in every medium Create the right budget for each campaign Through six previous editions, Advertising Media Planning has proven essential to the success of both practicing and aspiring media planners. Now in its seventh edition, it continues to provide valuable insight into the construction of media plans that most effectively achieve marketing objectives. Advertising Media Planning, seventh edition, retains all the critical information you need to know about traditional media-including TV, radio, and print--while exploring the latest media forms, illustrated with major advertiser case histories. You'll find comprehensive coverage of the latest media planning and digital technologies, including: • Organic and sponsored Google search • Digital out-of-home video • Internet banners • Computerized media channel planning • Cell phone mobile-media • DVR's impact on TV commercial viewing • New online and traditional media measurement technologies • Interactive television • Cross-media planning • Data fusion • International competitive spending analysis This is an exciting time for media planners. Those with the most creativity, strategic insight, and knowledge of the market are sure to find the greatest rewards. Providing firm grounding on the fundamentals and bringing you up to speed on the latest developments in digitization, this updated classic is the best and most complete companion available for navigating the new frontier of media planning. |
| 596 ## - - |
|---|
| - |
1 |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Advertising media planning. |
| 700 1# - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Baron, Roger B., |
| Relator term |
author. |
| 900 ## - EQUIVALENCE OR CROSS-REFERENCE-PERSONAL NAME [LOCAL, CANADA] |
|---|
| Personal name |
MEF Üniversitesi Kütüphane katalog kayıtları RDA standartlarına uygun olarak üretilmektedir / MEF University Library Catalogue Records are Produced Compatible by RDA Rules |
| 910 ## - USER-OPTION DATA (OCLC) |
|---|
| User-option data |
Çağlayan. |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Source of classification or shelving scheme |
|
| Koha item type |
Books |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Preface, |
| Pages |
vii. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Foreword by David L. Smith, CEO and founder, Mediasmith, Inc., |
| Pages |
xi. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Introduction to media planning: the art of matching media to the advertiser's marketing needs, |
| Pages |
1. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Media: a message delivery system, |
| Pages |
2. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Media planning, |
| Pages |
3. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
The changing face of media planning, |
| Pages |
4. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
The changing role of media planners, |
| Pages |
8. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Classes of media, |
| Pages |
10. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
General procedures in media planning, |
| Pages |
15. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Principles for selecting media vehicles, |
| Pages |
19. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Problems in media planning, |
| Pages |
21. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Sample media plan presentation, |
| Pages |
27. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Background to hypothetical plan, |
| Pages |
28. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Media objectives, |
| Pages |
29. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Competitive analysis, |
| Pages |
30. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Target audience analysis, |
| Pages |
34. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Media habits, |
| Pages |
35. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Media selection rationale, |
| Pages |
39. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Media strategy, |
| Pages |
40. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Flowchart and budget, |
| Pages |
41. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Post-buy evaluation, |
| Pages |
43. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
The relationship among media, advertising, and consumers, |
| Pages |
45. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
How consumers choose media: entertainment and information, |
| Pages |
45. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Interactive television, |
| Pages |
48. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Varied relationships between audiences and media, |
| Pages |
48. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
How consumers perceive digital advertising, |
| Pages |
51. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
How audiences process information from media, |
| Pages |
51. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
The media's importance in the buying process, |
| Pages |
53. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Media planning and the marketing mix, |
| Pages |
54. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Exposure: the basic measurement of media audiences, |
| Pages |
55. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Need for better media vehicle measurements, |
| Pages |
57. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Response function, |
| Pages |
58. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Measuring audiences to advertising vehicles, |
| Pages |
59. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
The top five perennial questions that media research cannot answer, |
| Pages |
63. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Basic measurements and calculations, |
| Pages |
67. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
How media vehicles are measured, |
| Pages |
67. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Nielsen television ratings, |
| Pages |
68. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Arbitron radio ratings, |
| Pages |
73. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Magazines and newspapers, |
| Pages |
74. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Internet, |
| Pages |
75. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Out-of-home, |
| Pages |
77. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
How the data are interpreted, |
| Pages |
77. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
General uses of vehicle audience measurements, |
| Pages |
78. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Various concepts of audience measurements, |
| Pages |
79. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Advanced measurements and calculations, |
| Pages |
105. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
GRPs, |
| Pages |
106. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Gross impressions, |
| Pages |
107. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Reach, |
| Pages |
110. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Frequency, |
| Pages |
121. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Brief history of effective frequency, |
| Pages |
132. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Summary, |
| Pages |
138. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Marketing strategy and media planning, |
| Pages |
139. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
What a media planner needs to know, |
| Pages |
139. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Situation analysis, |
| Pages |
140. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Marketing strategy plan, |
| Pages |
141. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Competitive media expenditure analysis, |
| Pages |
154. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Analyzing the data, |
| Pages |
154. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
International competitive analysis, |
| Pages |
166. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Managing media planning and buying, |
| Pages |
167. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Sources of marketing data, |
| Pages |
168. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Strategy planning I: who, where and when, |
| Pages |
175. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Target selection, |
| Pages |
176. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Where to advertise, |
| Pages |
190. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
When to advertise, |
| Pages |
205. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Strategy planning II: weighting, reach, frequency, and scheduling, |
| Pages |
209. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Geographic weighting, |
| Pages |
209. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Reach and frequency, |
| Pages |
223. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Effective frequency and reach, |
| Pages |
227. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Final thoughts about reach and frequency, |
| Pages |
232. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Scheduling, |
| Pages |
233. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Selecting media classes: intermedia comparisons, |
| Pages |
237. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Comparing media, |
| Pages |
237. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Consumer media classes, |
| Pages |
238. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Other media, |
| Pages |
267. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Intermedia comparisons for nonmeasured media, |
| Pages |
271. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Media mix, |
| Pages |
272. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Principles of planning media strategy, |
| Pages |
277. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Media strategy concepts, |
| Pages |
277. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
What media planners should know before starting to plan, |
| Pages |
279. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Other elements of media strategy, |
| Pages |
283. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Creative media strategy, |
| Pages |
286. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Choosing media strategies, |
| Pages |
294. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Channel planning software, |
| Pages |
300. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Evaluating and selecting media vehicles, |
| Pages |
303. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Determining media values for magazines, |
| Pages |
304. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Target reach, composition, and cost-efficiency, |
| Pages |
304. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Other media values, |
| Pages |
311. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Qualitative values of media, |
| Pages |
319. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Ad positions within media, |
| Pages |
324. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Internet media vehicles, |
| Pages |
327. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
The continuously evolving online world, |
| Pages |
341. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Media costs and buying problems, |
| Pages |
343. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Some considerations in planning and buying media, |
| Pages |
344. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Media costs, |
| Pages |
349. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Media-buying problems, |
| Pages |
369. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Setting and allocating the budget, |
| Pages |
379. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Setting the budget, |
| Pages |
380. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Allocating the advertising budget, |
| Pages |
389. |
| 970 12 - REFERENCES |
|---|
| Title of a work |
Testing, experimenting, and media planning, |
| Pages |
397. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Tests and experiments, |
| Pages |
397. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Test marketing, |
| Pages |
401. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Media testing, |
| Pages |
410. |
| 970 11 - REFERENCES |
|---|
| Title of a work |
Media translations, |
| Pages |
415. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Appendix: media-planning resources on the internet, |
| Pages |
421. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Glossary, |
| Pages |
429. |
| 970 01 - REFERENCES |
|---|
| unimportant Title |
Index, |
| Pages |
471. |
| 003 - CONTROL NUMBER IDENTIFIER |
|---|
| control field |
KOHA |