- Paperback: 224 pages
- Publisher: McGraw-Hill Higher Education; 5 edition (1 May 1997)
- Language English
- ISBN-10: 0844235024
- ISBN-13: 978-0844235028
- Product Dimensions: 27.7 x 21.7 x 1.8 cm
- Amazon Bestsellers Rank: 1,203,683 in Books (See Top 100 in Books)
- See Complete Table of Contents
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Product Description
Product Description
Help your students master the skills and techniques needed to research, plan, and buy advertising media. By working through carefully constructed exercises, they'll learn how to apply their knowledge of how media are selected and make well-informed media buying decisions.
Over 30 assignments, complete with in-depth discussions, cover the entire range of media problems including market analysis, media analysis, and media strategy.
About the Author
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.
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2 reviews
1 of 1 people found the following review helpful
The only media planning book worth teaching from
16 Aug 2009
Format:Paperback
I have run media departments in large and small agencies and done a lot of training. This is the only book that gives a realistic idea of what a media planner's job entails. It challenges students to think about marketing problems (as opposed to memorizing answers)and attempt to address them using communications vehicles. This workbook hits all the major areas and I have found that when students are taught using it (by someone who has media planning experience), that they often want to go into media planning as they understand the complexities and challenges we face. It will always make them a better marketing professional.
2 of 4 people found the following review helpful
Must have if you are a Marketing Student
4 Jan 2007
Format:Paperback|Amazon Verified Purchase
Is an excellent book for marketing students,
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