Advertising Media Workbook and Sourcebook
Brand: M E Sharpe Inc

Advertising Media Workbook and Sourcebook

  • Publish Date: 2004-09-30
  • Binding: Hardcover
  • Author: Larry D. Kelley;Fogarty Klein Monroe;Donald W. Jugenheimer

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This practical workbook on effective media planning provides the most current media data and secondary source material available, and includes coverage of cable TV and the Internet. Each of the book's twenty sections opens with a brief text segment and sample source materials from actual advertising and media companies, followed by numerous hands-on exercises. For course use, instructors can download solutions from the M.E. Sharpe website. The Advertising Media Workbook and Sourcebook also includes a media math primer, standard media formulae, media planning checklists, and a glossary of media terms. The perfect companion to the authors' Advertising Media Planning, this handy workbook can also be used as a supplement to any media planning textbook.

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