TY  - BOOK
AU  - Barban,Arnold M.
AU  - Cristol,Steven M.
AU  - Kopec,Frank J.
TI  - Essentials of media planning: a marketing viewpoint 
SN  - 0844235237 (pbk.)
U1  - 659.111 
PY  - 1993///
CY  - Lincolnwood, Ill.
PB  - NTC Business Books
KW  - Advertising media planning
KW  - Marketing
N1  - Foreword.  - Preface.   Ch.  one.  A brief introduction to media planning.  - Ch.  two.  How marketing planning affects media planning.  - Ch.  three.  Target market definition and media-market matching.   Ch.  4.  Media objectives.  - Ch.  five.  The media mix and media weighting decisions.  - Ch.  six.  Summary and conclusions  - Appendix.  Media plans.  - Index
ER  -