Introduction to Advertising Media: Research, Planning, and Buying
- ISBN-10
- 0844235458
- ISBN-13
- 9780844235455
- Category
- Advertising media planning
- Language
- English
- Published
- 1993
- Publisher
- N T C Business Books
- Author
- Jim Surmanek
Description
Introduce students to the concepts and strategies behind every successful media plan while teaching them how to put media tools and techniques to use effectively. This easy-to-read text covers terminology, systems, and procedures. The dynamics of media planning are highlighted, from the formulation of advertising objectives through the strategic use of media to accomplish goals.
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