Media planning (Record no. 31079)

MARC details
000 -LEADER
fixed length control field 02529nam a2200205Ia 4500
005 - DATE AND TIME OF LATEST TRANSACTION
control field 20220120160313.0
008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION
fixed length control field 200202s9999 xx 000 0 und d
020 ## - INTERNATIONAL STANDARD BOOK NUMBER
International Standard Book Number 220663378
082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER
Classification number 302.23 ADA 2nd ed.
100 ## - MAIN ENTRY--PERSONAL NAME
Personal name Adams, James R
245 #0 - TITLE STATEMENT
Title Media planning
250 ## - EDITION STATEMENT
Edition statement 2nd ed.
260 ## - PUBLICATION, DISTRIBUTION, ETC.
Place of publication, distribution, etc. London
260 ## - PUBLICATION, DISTRIBUTION, ETC.
Name of publisher, distributor, etc. Business Books
260 ## - PUBLICATION, DISTRIBUTION, ETC.
Date of publication, distribution, etc. 1977
300 ## - PHYSICAL DESCRIPTION
Extent 232p.
520 ## - SUMMARY, ETC.
Summary, etc. This new and completely revised edition extends and updates the subject matter covered in the first. While it shows, step by step, the considerations and calculations needed for the preparation of a media schedule and recommendation, it also provides coverage of the advertising, marketing and economic factors which underly the media decision.<br/><br/>The case histories go beyond examples of actual schedules and recommendations to include what the advertisers concerned considered to be successful patterns of media use. New chapters are included on budget setting and retail advertising, and the chapters on special situations, reponse functions and feedback have been almost<br/><br/>entirely re-written.<br/><br/>The chapter on budget setting is not a review of historic methods, which may be<br/><br/>found in many textbooks, but contains brief descriptions of more rational approaches.<br/><br/>These are the use of quantified marketing models, and setting objectives. That on retail advertising includes a review of methodologies by which multi-branch retailers can experiment to discover their best media policy, together with practical advice on how to deal with the problems before the experiments have been assessed.<br/><br/>The new Chapter 8, which is largely concerned with new product launches, includes detailed calculations showing the levels of awareness which may be expected from different levels of media weight, taking into account advertising effectiveness and forgetting. Advice is also given as to how the media plan should be influenced by levels of distribution and consumer loyalty.<br/><br/>This edition is sponsored by the CAM Foundation, and covers the syllabus of the<br/><br/>Media Diploma. However, it is hoped that the changes which have been made will<br/><br/>make the book more directly useful to the practitioner, as well as the student.<br/><br/>Recent evidence suggests that media planning has been seriously neglected in the last few years. This book will stimulate discussion, even controversy, but bringing the subject back into currency will make a useful contribution to advertising practice.
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name entry element Mass Media
942 ## - ADDED ENTRY ELEMENTS (KOHA)
Koha item type Books
Source of classification or shelving scheme Dewey Decimal Classification
Holdings
Withdrawn status Lost status Damaged status Not for loan Home library Current library Date acquired Source of acquisition Total checkouts Full call number Barcode Date last seen Price effective from Koha item type
  Not Missing Not Damaged   Gandhi Smriti Library Gandhi Smriti Library 2020-02-02 MSR   302.23 ADA 2nd ed. 37629 2020-02-02 2020-02-02 Books

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