Summary: The new edition of this practical tool combines easy-to-understand explanations of advertising media sources and calculations with real-world examples of actual source material from advertising and media companies. It is designed for both practitioners and students--anyone who wants to master the process of advertising media planning.Each unit is compact and easy-to-understand, and the units progress in a logical way from basic math through the advertising media process to more complex interrel ...show moreationships of sources and problems. Numerous hands-on exercises are included in each unit, and for course use instructors can download solutions from the M.E. Sharpe website. The book also includes a media math primer, standard media formulae, media planning checklists, and a glossary of media terms.For this new edition the authors have more closely coordinated the content with that of their accompanying textbook, Advertising Media Planning: A Brand Management Approach, Second Edition. It includes completely new units on Media Websites, Estimating, Emotional vs. Rational Appeals, Media Buying, Calendars and Flow Charts, and Test Cities and Standards, as well as all-new Media Planning Worksheets and Media Planning Outlines. ...show lessEdition/Copyright: 2ND 08
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