Advertising media planning

by Jack Zanville Sissors

"Through five previous editions, Advertising Media Planning has proven to be essential to the success of both practicing and aspiring media planners. Now in its sixth edition, it continues to provide coverage of media plan construction, reach and continuity measurement, and more, along with timely updates that include: The latest in academic research and professional best practices; an all-new hypothetical media plan, providing a top-down perspective on real-world media planning; and illustrative examples of the Internet and other new media integrated throughout the text."--BOOK JACKET.