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Advertising Media Planning, Sixth Edition

Jack Z. Sissors, Erwin Ephron, Roger B. Baron

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Advertising Media Planning, Sixth Edition

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Note: While we do our best to ensure the accuracy of cover images, ISBNs may at times be reused for different editions of the same title which may hence appear as a different cover.

Advertising Media Planning, Sixth Edition

Regular price
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Condition guide
ISBN: 9780844215631
Publisher: McGraw-Hill
Date of Publication: 2002-06-15
Format: Hardcover
Related Collections: Business, Marketing
Related Topics: Management, Marketing, Communication
Goodreads rating: 3.64
(rated by 99 readers)

Description

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
 

Note: While we do our best to ensure the accuracy of cover images, ISBNs may at times be reused for different editions of the same title which may hence appear as a different cover.

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