As media costs continue to soar, marketing managers are facing increasing pressure to make each media dollar work harder. In Maximizing Your Media Dollars you will find numerous techniques for making that happen. This book addresses each major aspect of media work, offering guidelines for making it more productive and dependable. From the proven fundamentals to newer and more innovative techniques developed by industry experts, you will learn how to: develop solid media plans; use margin and quintile analyses; sharpen financial controls; negotiate media buys; and evaluate media performance.
|Publisher:||Association of National Advertisers, Incorporated|