Synopsis
Media Planning Workbook Helps your students master the skills and techniques needed to research, plan, and buy advertising media. This book shows them how to apply their knowledge of how media are selected and make media buying decisions. It also includes assignments that cover a range of media problems, including market analysis, media analysis, and media strategy. Full description
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About the Author
In Jack Z. Sissors' thirty-plus years of teaching media planning strategy at Northwestern University, he created and edited The Journal of Media Planning and directed many influential media symposia. Previous to joining Northwestern, he worked for Leo Burnett and other advertising agencies.
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