Advertising Media Planning (Hardcover) ~ Jack Z. Sissors (Author) Cover Art

Advertising Media Planning (Hardcover)

By: Jack Z. Sissors (Author), Roger B. Baron (Author) and Erwin Ephron (Foreword By)

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Publisher's note

The bible of media planning for more than 25 years, Advertising Media Planning teaches the fundamentals of planning, purchasing, and evaluating the effectiveness of advertising. It also emphasizes today's rapid proliferation of media choices. This new edition covers the increasing use of nontraditional and interactive media, including interactive television and the Internet.

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