Advertising Media A-To-Z

By Jim Surmanek

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

• Format: Paperback
• Language: English
• ISBN: 0071422145
• ISBN13: 9780071422147
• Release Date: November 2003
• Publisher: McGraw-Hill Companies
• Length: 368 Pages
• Weight: 1.03 lbs.
• Dimensions: 0.9" x 6.0" x 9.0"