Advertising Media A-To-Z

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Overview

A quick-access reference to every essential mediarelated term and concept

After the high-maintenance clients and creatives have had their say, it's the unheralded media planners who make or break the success of an advertisement or campaign.

Advertising Media A-to-Z is today's most comprehensive resource for this dynamic field, providing valuable, dictionary-like coverage of key terminology and concepts for ...

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More About This Book

Overview

A quick-access reference to every essential mediarelated term and concept

After the high-maintenance clients and creatives have had their say, it's the unheralded media planners who make or break the success of an advertisement or campaign.

Advertising Media A-to-Z is today's most comprehensive resource for this dynamic field, providing valuable, dictionary-like coverage of key terminology and concepts for media planning, media buying, and media research.

A hands-on overview of advertising media today, Advertising Media A-to-Z also provides fascinating historical information, tips on media buying and planning, and other guidelines for achieving maximum return on advertising investments. Media professionals will look to this all-in-one reference for:

  • Definitions of key concepts
  • Inside tips on effective media planning
  • Practical tips on the dynamics of media planning and buying
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Product Details

  • ISBN-13: 9780071422147
  • Publisher: McGraw-Hill Companies, The
  • Publication date: 10/17/2003
  • Edition number: 1
  • Pages: 368
  • Sales rank: 565,295
  • Product dimensions: 6.00 (w) x 8.80 (h) x 0.81 (d)

Meet the Author

Jim Surmanek has more than 30 years of advertising experience and held executive-level media management positions with Ogilvy & Mather, J. Walter Thompson, and other advertising giants. He is also the author of Media Planning, 3rd Edition; Introduction to Advertising Media; and other media planning guidebooks.

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