Advertising Media Planning - Hardcover

Sissors, Jack; Bumba, Lincoln

Hardcover

ISBN 10: 0844235008 ISBN 13: 9780844235004

Verlag: McGraw-Hill Education, 2000

Inhaltsangabe

Book by Sissors Jack Z Bumba Lincoln

Über diesen Titel

Reseña del editor:

This thoroughly revised edition helps readers grasp the fundamentals of planning, purchasing, and evaluating the effectiveness of advertising. It also emphasizes today's rapid proliferation of media choices and strategies to give readers the skills they need for a successful media career. The authors' combined business and academic backgrounds offer both sound practice and insightful theory for media planning.

• Explains how integrated marketing communications affects media planning.
• Explores how to obtain the best media mix for optimum market penetration, and how to measure its effectiveness.
• Discusses changes in the advertising industry and their effects on media and media planning.
• Covers the increasing use of nontraditional and interactive media, including interactive television and the Internet.

Biografía del autor:

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.

Über diese Auflage

• Verlag: McGraw-Hill Education
• Erscheinungsdatum: 2000
• ISBN 10: 0844235008
• ISBN 13: 9780844235004
• Einband: Tapa dura
• Auflage: 5
• Anzahl der Seiten: 514