A quick-access reference to every essential mediarelated term and conceptAfter the high-maintenance clients and creatives have had their say, it's the unheralded media planners who make or break the success of an advertisement or campaign.Advertising Media A-to-Z is today's most comprehensive resource for this dynamic field, providing valuable, dictionary-like coverage of key terminology and conce...
Paperback: 368 pages
Publisher: McGraw-Hill Education; 1 edition (November 7, 2003)
Product Dimensions: 6 x 0.8 x 8.8 inches
Amazon Rank: 4657588
Format: PDF ePub fb2 djvu ebook
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I was really disappointed to pick this book up and find that it is a dictionary of media terms. Although it includes just about every possible media term out there, I expected more from Mr. Surmanek in terms of an updated version of his first book. ...
ia planning, media buying, and media research.A hands-on overview of advertising media today, Advertising Media A-to-Z also provides fascinating historical information, tips on media buying and planning, and other guidelines for achieving maximum return on advertising investments. Media professionals will look to this all-in-one reference for:Definitions of key conceptsInside tips on effective media planningPractical tips on the dynamics of media planning and buying