Help your students master the skills and techniques needed to research, plan, and buy advertising media. By working through carefully constructed exercises, they'll learn how to apply their knowledge of how media are selected and make well-informed media buying decisions.
Over 30 assignments, complete with in-depth discussions, cover the entire range of media problems including market analysis, media analysis, and media strategy.
"synopsis" may belong to another edition of this title.
In Jack Z. Sissors' thirty-plus years of teaching media planning strategy at Northwestern University, he created and edited The Journal of Media Planning and directed many influential media symposia. Previous to joining Northwestern, he worked for Leo Burnett and other advertising agencies.
"About this title" may belong to another edition of this title.
Book Description McGraw-Hill, 2001. Paperback. Book Condition: New. Never used!. Bookseller Inventory # P110844235024
Book Description McGraw-Hill, 2001. Paperback. Book Condition: New. Brand New!. Bookseller Inventory # VIB0844235024
Book Description McGraw-Hill Education 01/05/1997, 1997. Book Condition: New. Brand new item sourced directly from publisher. Packed securely in tight packaging to ensure no damage. Shipped from warehouse on same/next day basis. Bookseller Inventory # 1111-9780844235028
Book Description McGraw-Hill Humanities Social, 2008. Paperback. Book Condition: Brand New. 5th edition. 224 pages. 11.25x8.25x0.75 inches. In Stock. Bookseller Inventory # zk0844235024