This specific ISBN edition is currently not available.View all copies of this ISBN edition:
The planning and placement of advertising media is a multi-billion dollar business that critically impacts advertising effectiveness. The new edition of this acclaimed text offers practical guidance for those who practice media planning on a daily basis as well as those who must ultimately approve strategic media decisions.Full of current brand examples, the book is a 'must-read' for all who will be involved in the media decision process on both the agency and client side. Its easy-to-read style and logical format make it ideal for classroom adoption, and students will benefit from the down-to-earth approach and real-world business examples."Improvements for the Second Edition" include: new chapters on Understanding Media Costs, Media Effects and Trends, and How to Prepare a Media Plan; a new appendix on How the Advertising Business Is Organized; a thoroughly revised chapter on Evaluating an Advertising Media Plan; many new examples, illustrations, explanations, and exhibits; and, closer coordination of the content with the updated accompanying workbook, Advertising Media Workbook and Sourcebook, Second Edition.
"synopsis" may belong to another edition of this title.
Book Description Routledge, 2008. Paperback. Condition: New. Brand New!. Seller Inventory # VIB0765620332
Book Description Routledge. PAPERBACK. Condition: New. 0765620332 Great opportunity to save on this book. WE SHIP DAILY!!!. Seller Inventory # Z0765620332ZN
Book Description Routledge. PAPERBACK. Condition: New. 0765620332 New Condition. Seller Inventory # NEW7.0331935
Book Description M.E.Sharpe, 2008. Paperback. Condition: New. 2. Seller Inventory # DADAX0765620332