Publisher's Synopsis
This thoroughly revised edition helps readers grasp the fundamentals of planning, purchasing, and evaluating the effectiveness of advertising. It also emphasizes today's rapid proliferation of media choices and strategies to give readers the skills they need for a successful media career. The authors' combined business and academic backgrounds offer both sound practice and insightful theory for media planning.
- Explains how integrated marketing communications affects media planning.
- Explores how to obtain the best media mix for optimum market penetration, and how to measure its effectiveness.
- Discusses changes in the advertising industry and their effects on media and media planning.
- Covers the increasing use of nontraditional and interactive media, including interactive television and the Internet.
