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This is the advertising practitioner's one-stop resource to essential media terms, concepts, strategies, and more! "Advertising Media A-to-Z" is today's most comprehensive, easy-to-use reference and resource guide for everything having to do with the researching, planning, and buying of advertising media. Far more than just a dictionary of essential terms, this handy book provides fascinating background information, tips and pointers for effective media planning, similar words for quick cross-referencing, and many other valuable features.Advertising professionals, marketing managers, media sales representatives, and students of marketing and advertising will instantly value this one-of-a-kind book for its complete coverage of: every major term and concept necessary for accurate media planning; listings of related terms to allow further understanding of terms and concepts URLs for associated websites; mathematical formulas with plain-English explanations; acronyms listed alphabetically by the acronym itself as well as the expanded spelling; and, the explosion in advertising media has led to a similar increase in the terms and concepts that professionals must know, understand, and use every day. Use "Advertising Media A-to-Z" as your fingertip reference for this often-confusing, always-changing field and guarantee that you will always know exactly what is being said, what it really means, and how it can boost your media-related knowledge and effectiveness.

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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 Author Jim Surmanek

Media Planning by Jim Surmanek

Media Planning

Paperback, October 1995
$44.76