Overview

This is a resource guide to advertising media. Focused on media planning, media buying and media research and organized alphabetically, it combines an overview of modern advertising media, including pertinent historical information, with practical information and tips on the dynamics of the many functions of media buying and planning. Dictionary-like entries of media terms - ranging in length from a sentence or two, to a full page or more - provide detailed explanations of key media terminology and concepts. Where appropriate, mathematical formulas are shown to help the reader not only better understand the term, but also to have a reference for actually using the term. The ""memory jogger"" index organizes the terms by discipline and media, so media-specific terms and concepts are easy to locate.

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9780071422147

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McGraw-Hill authors represent the leading experts in their fields and are dedicated to improving the lives, careers, and interests of readers worldwide

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