Advertising Media Planning, Sixth Edition Sissors,Jack and Baron,Roger
Language: English
Published by McGraw-Hill, 2002
- Hardcover
- New
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- Title
- Advertising Media Planning, Sixth Edition Sissors,Jack and Baron,Roger
- Author
- Sissors,Jack; Baron,Roger
- Publisher
- McGraw-Hill
- Publication year
- 2002
- Condition
- New
- Binding
- Hardcover
- Language
- English
- ISBN 10
- 0844215635
- ISBN 13
- 9780844215631
- Item weight
- 34 ounces
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:
- 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 text
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.
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.
"About the title" may belong to another edition of this title.
GridFreed
San Diego, CA, U.S.A.
AbeBooks seller since October 25, 2019
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