Advertising Media A-to-Z (Paperback, Ed)

A quick-access reference to every essential mediarelated term and concept

After the high-maintenance clients and creatives have had their say, its the unheralded media planners who make or break the success of an advertisement or campaign.

Advertising Media A-to-Z is todays most comprehensive resource for this dynamic field, providing valuable, dictionary-like coverage of key terminology and concepts for media planning, media buying, and media research.

A hands-on overview of advertising media today, Advertising Media A-to-Z also provides fascinating historical information, tips on media buying and planning, and other guidelines for achieving maximum return on advertising investments. Media professionals will look to this all-in-one reference for:

• Definitions of key concepts
  
• Inside tips on effective media planning
  
• Practical tips on the dynamics of media planning and buying
  

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