Advertising Media A-to-Z: The Definitive Resource for Media Buying, Planning, and Research (MARKETING/SALES/ADV & PROMO) - Softcover

Surmanek, Jim

Softcover

ISBN 10: 0071422145 ISBN 13: 9780071422147

Publisher: McGraw Hill, 2003

Synopsis

A quick-access reference to every essential mediarelated term and concept

After 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 concepts for media 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 concepts
• Inside tips on effective media planning
• Practical tips on the dynamics of media planning and buying

About this title

From the Back Cover:

The advertising practitioner's one-stop resource to essential media terms, concepts, strategies, and more!

Advertising Media A-to-Z is today's most comprehensive, easy-to-use reference and resource guide for everything having to do with the researching, planning, and buying of advertising media. Far more than just a dictionary of essential terms, this handy book provides fascinating background information, tips and pointers for effective media planning, similar words for quick cross-referencing, and many other valuable features.

Advertising professionals, marketing managers, media sales representatives, and students of marketing and advertising will instantly value this one-of-a-kind book for its complete coverage of:

• Every major term and concept necessary for accurate media planning
• Listings of related terms to allow further understanding of terms and concepts
• URLs for associated websites
• Mathematical formulas with plain-English explanations
• Acronyms listed alphabetically by the acronym itself as well as the expanded spelling

The explosion in advertising media has led to a similar increase in the terms and concepts that professionals must know, understand, and use every day. Use Advertising Media A-to-Z as your fingertip reference for this often-confusing, always-changing field and guarantee that you will always know exactly what is being said, what it really means, and how it can boost your media-related knowledge and effectiveness.

About the Author:

Jim Surmanek has more than 30 years of advertising experience and held executive-level media management positions with Ogilvy & Mather, J. Walter Thompson, and other advertising giants. He is also the author of Media Planning, 3rd Edition; Introduction to Advertising Media; and other media planning guidebooks.

About this edition

• Publisher: McGraw Hill
• Publication date: 2003
• ISBN 10: 0071422145
• ISBN 13: 9780071422147
• Binding: Paperback
• Number of pages: 368