Advertising Media Planning

Sissors, Jack Z., Bumba, Lincoln

ISBN 10: 0844235008 / ISBN 13: 9780844235004

Published by McGraw-Hill Trade, 1995

Pages intact with possible writing/highlighting. Binding strong with minor wear. Dust jackets/supplements may not be included. Stock photo provided. Product includes identifying sticker. Better World Books: Buy Books. Do Good. Seller Inventory # 3567693-6

Synopsis:

This thoroughly revised edition helps readers grasp the fundamentals of planning, purchasing, and evaluating the effectiveness of advertising. It also emphasizes today's rapid proliferation of media choices and strategies to give readers the skills they need for a successful media career. The authors' combined business and academic backgrounds offer both sound practice and insightful theory for media planning.

• Explains how integrated marketing communications affects media planning.
• Explores how to obtain the best media mix for optimum market penetration, and how to measure its effectiveness.
• Discusses changes in the advertising industry and their effects on media and media planning.
• Covers the increasing use of nontraditional and interactive media, including interactive television and the Internet.

About the Authors: 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.

Lincoln J. Bumba, formerly Senior Vice President and International Media Director at Leo Burnett, is a media consultant. He brings a wealth of knowledge and experience acquired by working for such clients as Procter & Gamble, Kellogg's, Pillsbury, McDonald's, and other leading marketers.

Bibliographic Details

Title: Advertising Media Planning
Publisher: McGraw-Hill Trade
Publication Date: 1995
Binding: Hardcover
Condition: Very Good
Edition: 5th Edition.