Advanced Media Planning

by Peter J Danaher, John R. Rossiter, Peter J. Danaher

Book Overview

Media planning consists of formulating a media strategy to deliver the creative so as to best meet the brand's advertising objectives, and then implementing that strategy in an accurate and cost-effective manner. Given that approximately ninety percent of advertising dollars are spent in media, a sound understanding of media planning is essential for the researcher and professional media planner alike. Although this book provides a novel and advanced...

• Format: Hardcover
• Language: English
• ISBN: 0792382188
• ISBN13: 9780792382188
• Release Date: July 1998
• Publisher: Springer
• Length: 112 Pages
• Weight: 0.75 lbs.
• Dimensions: 0.6" x 6.5" x 9.6"