Advertising Media Planning, Sixth Edition by Jack Sissors

Advertising Media Planning, Sixth Edition by Jack Sissors

Covers media plan construction, reach and continuity measurement. This book covers academic research and professional practices, a hypothetical media plan providing a perspective on real-world media planning, and illustrative examples of the Internet.

In Jack Z. Sissors' thirty-plus years of teaching media planning strategy at Northwestern University, he created and edited The Journal of Media Planning and directed many influential media symposia. Previous to joining Northwestern, he worked for Leo Burnett and other advertising agencies. ROGER B. BARON is Senior Vice President, Director of Media Research at Foote, Cone & Belding, Chicago. He received a B.A. in Communications and Public Policy at the University of California, Berkeley, and an M.A. in Telecommunications at the University of Southern California. Following grad school he spent three years on active duty in the Navy, retiring with the rank of Captain in the Naval Reserve. His professional experience includes five years at Leo Burnett in media research and as a media planner and supervisor on the Kellogg cereal account. He then spent twelve years at D'Arcy Masius Benton & Bowles, San Francisco - the last four as VP/Media Director. He came back to Chicago in 1987. Mr. Baron is active in the Advertising Research Foundation. He is a past president of the Media Research Club of Chicago. Baron is an accomplished computer programmer, and has developed several computer models for media planning. He is married and has two adult sons. In his spare time he reads, works around the house, and is an opera and (beginning) Civil War buff.

SKU	Unavailable
ISBN 13	9780844215631
ISBN 10	0844215635
Title	Advertising Media Planning, Sixth Edition
Author	Jack Sissors
Condition	Unavailable
Binding Type	Hardback
Publisher	NTC Publishing Group,U.S.
Year published	2002-07-16
Number of pages	464
Cover note	Book picture is for illustrative purposes only, actual binding, cover or edition may vary.