This is a resource guide to advertising media. Focused on media planning, media buying and media research and organized alphabetically, it combines an overview of modern advertising media, including pertinent historical information, with practical information and tips on the dynamics of the many functions of media buying and planning. Dictionary-like entries of media terms - ranging in length from a sentence or two, to a full page or more - provide detailed explanations of key media terminology and concepts. Where appropriate, mathematical formulas are shown to help the reader not only better understand the term, but also to have a reference for actually using the term. The ""memory jogger"" index organizes the terms by discipline and media, so media-specific terms and concepts are easy to locate.
By:
Jim Surmanek Imprint: McGraw-Hill Professional Country of Publication: United States Dimensions:
Height: 224mm,
Width: 152mm,
Spine: 21mm
Weight: 467g ISBN:9780071422147 ISBN 10: 0071422145 Pages: 368 Publication Date:14 November 2003 Audience:
Professional and scholarly
,
Undergraduate
Format:Paperback Publisher's Status: Out of Stock Indefinitely
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