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Synopsis
Hardcover book, 2nd Edition
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From the Back Cover
Discussions of media planning as the “noncreative” side of advertising miss the boat entirely. A successful media plan requires creative decisions on media, time frames, dollar distribution, and more. In addition to having in-depth knowledge of available media resources, the best media planners must also be strategic experts in marketing, advertising, research, and finance.Through five previous editions, Advertising Media Planning has proven to be essential to the success of both practicing and aspiring media planners. Now in its landmark sixth edition, it continues to provide insightful and fundamental coverage of media plan construction, reach and continuity measurement, and more, along with timely updates that include:·The latest in academic research and professional best practices·An all-new hypothetical media plan, providing a top-down perspective on real-world media planning·Illustrative examples of the Internet and other new media integrated throughout the textAdvertising Media Planning explains the complexities of planning in a fast-moving, noncomplex style. As we enter the new century of transformed advertising techniques and marketing challenges, this all-inclusive yet highly readable reference--an artful blend of long-standing fundamentals and the latest tools and approaches--remains the one must-have resource for anyone interested in creative, results-based media planning and buying.
About the Author
Jack Z. Sissors has more than 30 years of experience teaching media planning and strategy at Northwestern University.
Roger Baron is the senior vice president and director of media research at Foote, Cone & Belding in Chicago. A member of the ARF Media Communications Council, he is the past president of the Media Research Club of Chicago.
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Advertising Media Planning
Published by
NTC/Contemporary Publishing Company, 1987
ISBN 10: 0844231576
ISBN 13: 9780844231570
Used
Hardcover
Seller: -OnTimeBooks-, Phoenix, AZ, U.S.A.
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Condition: good. A copy that has been read, remains in good condition. All pages are intact, and the cover is intact. The spine and cover show signs of wear. Pages can include notes and highlighting and show signs of wear, and the copy can include "From the library of" labels or previous owner inscriptions. 100% GUARANTEE! Shipped with delivery confirmation, if youâre not satisfied with purchase please return item for full refund. Ships via media mail. Seller Inventory # OTV.0844231576.G
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Advertising Media Planning
Published by
NTC/Contemporary Publishing Comp, 1987
ISBN 10: 0844231576
ISBN 13: 9780844231570
Used
Hardcover
Seller: HPB-Red, Dallas, TX, U.S.A.
Seller rating 5 out of 5 stars
hardcover. Condition: Good. Connecting readers with great books since 1972! Used textbooks may not include companion materials such as access codes, etc. May have some wear or writing/highlighting. We ship orders daily and Customer Service is our top priority! Seller Inventory # S_348269404
Quantity: 1 available