Présentation de l'éditeur
Help your students master the skills and techniques needed to research, plan, and buy advertising media. By working through carefully constructed exercises, they'll learn how to apply their knowledge of how media are selected and make well-informed media buying decisions.
Over 30 assignments, complete with in-depth discussions, cover the entire range of media problems including market analysis, media analysis, and media strategy.
Biographie de l'auteur
In Jack Z. Sissors' thirty-plus years of teaching media planning strategy at Northwestern University, he created and edited The Journal of Media Planning and directed many influential media symposia. Previous to joining Northwestern, he worked for Leo Burnett and other advertising agencies.
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