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Advertising Media Planning, Seventh Edition

Advertising Media Planning, Seventh Edition

by Roger Baron and Jack Sissors
Hardback
Publication Date: 16/09/2010
53%
OFF
RRP  $160.95 $75.75
The industry standard for 30 years-updated to include the newest developments in digitization and the three screens of videoApply the latest advertising technologies
Build your brand in every medium
Create the right budget for each campaignThrough six previous editions, Advertising Media Planning has proven essential to the success of both practicing and aspiring media planners. Now in its seventh edition, it continues to provide valuable insight into the construction of media plans that most effectively achieve marketing objectives.Advertising Media Planning, seventh edition, retains all the critical information you need to know abouttraditional media-including TV, radio, and print--while exploring the latest media forms, illustrated with majoradvertiser case histories. You'll find comprehensive coverage of the latest media planning and digitaltechnologies, including:
* Organic and sponsored Google search * Digital out-of-home video * Internet banners * Computerized media channel planning * Cell phone mobile-media * DVR's impact on TV commercial viewing * New online and traditional media measurement technologies * Interactive television* Cross-media planning * Data fusion * International competitive spending analysisThis is an exciting time for media planners. Those with the most creativity, strategic insight, and knowledge of the market are sure to find the greatest rewards. Providing firm grounding on the fundamentals and bringing you up to speed on the latest developments in digitization,this updated classic is the best and most complete companion available for navigating the new frontierof media planning.
ISBN:
9780071703123
9780071703123
Category:
Advertising
Format:
Hardback
Publication Date:
16-09-2010
Language:
English
Publisher:
McGraw-Hill Education - Europe
Country of origin:
United States
Edition:
7th Edition
Pages:
496
Dimensions (mm):
234x203x38mm
Weight:
1.06kg

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