Advertising Media Planning, Seventh Edition
- List Price$90.00
- Your price$71.99
Save $18.01 (20% off) and earn Kobo Super Points!
You'll see how many points you'll earn before checking out. We'll award them after completing your purchase.
Or, get it for 36800 Kobo Super Points!
See if you have enough points for this eBook. Sign in
The industry standard for 30 years—updated to include the newest developments in digitization and the three screens of video
Apply the latest advertising technologies
Build your brand in every medium
Create the right budget for each campaign
Through 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 about traditional media—including TV, radio, and print--while exploring the latest media forms, illustrated with major advertiser case histories. You’ll find comprehensive coverage of the latest media planning and digital technologies, 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 analysis
This 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 frontier of media planning.
- Mcgraw-hill, July 2010
- Download options:
- EPUB 2 (Adobe DRM)
You can read this item using any of the following Kobo apps and devices: