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Media Planning: A Practical Guide (NTC Business Books) Paperback – 11 Jan 1996


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Product details

  • Paperback: 224 pages
  • Publisher: McGraw-Hill; 3 edition (11 Jan. 1996)
  • Language: English
  • ISBN-10: 0844235121
  • ISBN-13: 978-0844235127
  • Product Dimensions: 15.2 x 1.4 x 22.9 cm
  • Average Customer Review: Be the first to review this item
  • Amazon Bestsellers Rank: 1,865,871 in Books (See Top 100 in Books)
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Product description

Synopsis

Here's the perfect media-planning primer for your classroom or reference library. This comprehensive resource provides students with a solid foundation in media. This book presents media dynamics - definitions of various popular media terms and how these terms fit into media planning analysis. The latter part of the book deals with media plan development - how a media plan is constructed and what students should consider in that construction. Interspersed are related topics with which students should be familiar in order to plan effective advertising efforts. The Glossary/Index is a handy reference defining the most common terms used in media planning, as well as referring the student to the specific page where that term is discussed. This book thoroughly discusses the major media forms, including Interactive and Out-of-Home. It covers the basic components of a media plan: objectives, research, creative and promotion strategy, sales data, and competitive activity. It also addresses basic questions regarding audience geography, scheduling, copy, coupons, reach, and frequency.

From the Back Cover

'Surmanek's book is an excellent media planning primer. It is both a good teaching tool and a good reference guide. It belongs on all advertising professionals' bookshelves.' -Martin Block, Ph.D.

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