Advertising Media A-To-Z

ISBN-13: 9780071422147 / Angielski / Miękka / 2003 / 368 str.

Surmanek

Opis

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