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This combination of workbook and sourcebook combines easy-to-understand explanations of advertising media sources and calculations with real-world examples of source material from advertising and media companies. It is designed for both practitioners and students—anyone who wants to master the process of advertising media planning.
Each of the book's 45 concise units opens with a brief text segment, presents sample source materials from actual advertising and media companies, and concludes with plenty of hands-on exercises. Units are compact and easy-to-understand, and they progress in a logical way, from communication planning to media strategies and tactics.
The book also includes several valuable appendices: a media math primer, standard media formulae, media planning checklists, and a glossary of media terms.
Based on popular demand, the authors have broadened the scope of the book and added more current topics. Changes include:
Posted October 13, 2011
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