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About the Authors
Jack Z. Sissors was a profession of media planning and strategy at Northwestern University. He created and edited The Journal of Media Planning and spent many years working with Leo Burnett and other top advertising agencies.
Roger Baron is the senior vice president and director of media research at DRAFTFCB in Chicago, whose clients include Kraft Foods, SC Johnson, CoorsMiller Brewing Company, Boeing Aircraft, Starbucks, Quaker Oats, Taco Bell and Merck Pharmaceuticals. A member of the ARF Media Communications Council, he is the past president of the Media Research Club of Chicago. He is a frequent speaker at Advertising Research Foundation and other industry conferences.