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Description - Advertising Media A-to-Z by Jim Surmanek

This is a resource guide to advertising media. Focused on media planning, media buying and media research and organized alphabetically, it combines an overview of modern advertising media, including pertinent historical information, with practical information and tips on the dynamics of the many functions of media buying and planning. Dictionary-like entries of media terms - ranging in length from a sentence or two, to a full page or more - provide detailed explanations of key media terminology and concepts. Where appropriate, mathematical formulas are shown to help the reader not only better understand the term, but also to have a reference for actually using the term. The "memory jogger" index organizes the terms by discipline and media, so media-specific terms and concepts are easy to locate.

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Book Details

ISBN: 9780071422147
ISBN-10: 0071422145
Format: Paperback
(223mm x 152mm x 20mm)
Pages: 368
Imprint: McGraw-Hill Professional
Publisher: McGraw-Hill Education - Europe
Publish Date: 1-Nov-2003
Country of Publication: United States

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Author Biography - Jim Surmanek

Jim Surmanek has more than 30 years of advertising experience and held executive-level media management positions with Ogilvy & Mather, J. Walter Thompson, and other advertising giants. He is also the author of Media Planning, 3rd Edition; Introduction to Advertising Media; and other media planning guidebooks.

Books By Jim Surmanek