Advertising Media Workbook and Sourcebook

ISBN-13: 9781138380622 / Angielski / Twarda / 2018 / 380 str.

Larry Kelley;Kim Sheehan;Donald W. Jugenheimer

Opis

Thisbook provides simple explanations of advertising media sources and calculations along with real-world examples of source material from advertising and media companies. Each of the book's 45 concise units opens with a brief text segment, presents sample source materials from actual advertising and media companies, and concludes with hands-on exercises. Compact unitscoverall key topics including communication planningand media strategies.A media math primer, standard media formulae, media planning checklists, and a glossary of media terms are also included.Designed for practitioners and students,the latestedition includes new exercises with new media formats and digital media andnew units devoted to popular social media channels.