Media Planning Workbook
5th Revised edition
Media Planning Workbook by Jack Z. Sissors
Book DescriptionThis book helps your students master the skills and techniques needed to research, plan, and buy advertising media. By working through carefully constructed exercises, they'll learn how to apply their knowledge of how media are selected and make well-informed media buying decisions. Over 30 assignments, complete with in-depth discussions, cover the entire range of media problems, including market analysis, media analysis, and media strategy.
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Book DetailsISBN: 9780844235028
(271mm x 210mm x 12mm)
Imprint: NTC Publishing Group,U.S.
Publisher: NTC Publishing Group,U.S.
Publish Date: 31-Jan-1996
Country of Publication: United States
Books By Author Jack Z. Sissors
Advertising Media Planning, Hardback (August 2010)» View all books by Jack Z. Sissors
Provides insight into the construction of media plans that most effectively achieve marketing objectives. This seventh edition retains all the critical information you need to know about traditional media - including TV, radio, and print - while exploring the media forms, illustrated with major advertiser case histories.
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Author Biography - Jack Z. Sissors
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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