| Description |
xiii, 111 pages : illustrations ; 24 cm + 1 computer disk (3 1/2 in.) |
|
3 1/2 in |
| Contents |
Ch. 1. Media Strategy: An Introduction -- Ch. 2. Reach Patterns -- Ch. 3. Effective Frequency -- Ch. 4. Carryover and Other Frequency Decisions -- Ch. 5. Media Selection -- Ch. 6. Media Data, Duplications, and Strategic Rules -- Ch. 7. Implementing and Optimizing the Media Schedule -- App. Manual for Media Mania |
| Notes |
Accompanying computer disk catalogued separately |
| Bibliography |
Includes bibliographical references (pages [101]-106) and index |
| Notes |
System requirements for accompanying computer disc: IBM-compatible PC; Windows 95 or Windows 98 or later |
| Subject |
Advertising media planning.
|
| Author |
Danaher, Peter J.
|
| LC no. |
98008744 |
| ISBN |
0792382188 (alk. paper) |
|
