Introduction to Advertising Media Research, Planning, and Buying
- Binding: Hardcover
- Publisher: McGraw-Hill College
- Publish date: 12/01/1992
Description:
The Advertising Process The Role of Media Planning Major Mass Media Types Rating HUT/PUT/PVT/PUR/Cume Share Rating/HUT?Share Gross Rating Points Impressions Index Audience Composition Cost-Per-Thousands (CPM) Research Frequency Reach/Frequency/GRPs Frequency Distribution Quintile Distribution Effective Reach Media Audience Definitions Media Audience Research Geographic Areas Marketing Input How Much to Spend on Advertising Media Objectives Preconceived Notions about Media Types Media Strategies Media Flowchart Principles of Media Management
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