Media planning / James R. Adams.
By: Adams, James R. (James Ralph)
.
Contributor(s): CAM Foundation.
Material type: 
BookPublisher: London : Business Books [for the] Communication Advertising and Marketing Education Foundation, 1977Edition: 2nd ed.Description: xiv, 232 p., [4] p. of plates : ill., 1 map. ; 24 cm.ISBN: 0220663351; 0220663378 .Subject(s): Advertising media planningDDC classification: 659.13 | Item type | Current library | Call number | Copy number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|---|
| General Lending | MTU Bishopstown Library Store Item | 659.13 (Browse shelf(Opens below)) | 1 | Available | 00044264 |
Includes bibliographical references and index.
What this book is about -- Media planning and the advertiser -- Media planning in the advertising agency -- Budget setting -- Basic strategic decisions -- Basic calculations -- Specific marketing considerations -- Special situations -- Quantitative media factors -- Qualitative factors -- Tactics -- The press -- Television -- Outdoor -- Cinema -- Radio -- Direct mail -- Retail advertising -- Direct response campaigns -- Trade and technical campaigns -- Difficult media -- Market and media research -- Product/multi-media research -- Analysis techniques -- Media models -- Response functions -- Feedback