Advertising Media A-To-Z: The Definitive Resource for Media Buying, Planning, and Research - Couverture souple

Surmanek, Jim

Couverture souple

ISBN 10 : 0071422145 ISBN 13 : 9780071422147

Editeur : McGraw-Hill Professional, 2003

Synopsis

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

A propos du livre

À propos de l?auteur

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.

Détails de l'édition

• Éditeur: McGraw-Hill Professional
• Date d'édition: 2003
• Langue: anglais
• ISBN 10: 0071422145
• ISBN 13: 9780071422147
• Reliure: Broché
• Nombre de pages: 368
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible