Association of National Advertisers Guide to Media Management

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9780844233710: Association of National Advertisers Guide to Media Management

The continuing explosion of media options has caused media management to emerge as one of the most formidable challenges facing any advertising or marketing manager. The ANA Guide to Media Management tackles that challenge by serving as a working guide to the world of media. Cutting through the clutter of media terms and procedures, this book is an excellent reference for anyone involved with advertising. Written in "everything you ever needed to know and more" format, you will learn about such important topics as:

the impact of changes in the media on advertising choices;
developing and implementing media plans;
pros and cons of full-service agencies, agencies of record, independent media services and the in-house approach;
evaluating media performance;
keys to successful media management; and
using performance evaluations to improve media management skills.

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