The bible of media planning for more than 25 years, Advertising Media Planning gives you the proven essentials of planning, purchasing, and evaluating the effectiveness of advertising
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 sixth edition, it continues to provide valuable insight and comprehensive coverage of media plan construction, reach and continuity measurement, and more, along with timely updates that include:
Advertising 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.
"synopsis" may belong to another edition of this title.
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.
"About this title" may belong to another edition of this title.
Shipping:
FREE
Within U.S.A.
Book Description Condition: Good. Item in good condition. Textbooks may not include supplemental items i.e. CDs, access codes etc. Seller Inventory # 00054235065
Book Description hardcover. Condition: Acceptable. No DJ. Cover has some wear. Top of spine is torn. Crack in binding. Clean pages. Seller Inventory # 5D400000A8U6_ns
Book Description hardcover. Condition: Good. No DJ. Some marks on cover. Stamp on flyleaf otherwise clean copy. Seller Inventory # 5D400000A8SW_ns