||1 of 1 people found the following review helpful.| Excellent Overview!|By Alice K. Sylvester|Roger's new book is a terrific update of his previous textbooks. I'm pleased to see that the book now covers important new initiatives like the Nielsen Council For Research Excellence Consumer Mapping Study, commercial audiences, PPM, channel planning, set top boxes, cross-platform analyses, and issues associated with innovative, creat|About the Author||Jack Z. Sissors has more than 30 years of experience teaching media planning and strategy at Northwestern University. |Roger Baron is the senior vice president and director of media research at Foote, Cone & Belding in Chicago
The industry standard for 30 years—updated to include the newest developments in digitization and the three screens of video
Apply the latest advertising technologies
Build your brand in every medium
Create the right budget for each campaign
Through six previous editions, Advertising Media Planning has proven essential to the success of both practicing and aspiring media planners. Now in its seventh edition, i...
[PDF.uq05] Advertising Media Planning, Seventh Edition Rating: 3.77 (607 Votes)
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