About the Book :
The industry standard for 30 years—updated to include the newest developments in digitization and the three screens of video
Advertising Media Planning, seventh edition, retains all the critical information you need to know about traditional media—including TV, radio, and print--while exploring the latest media forms, illustrated with major advertiser case histories. You’ll find comprehensive coverage of the latest media planning and digital technologies. Completely revised and updated, new material in the seventh edition includes:
About the Author :
Roger Baron (Chicago, IL) is senior vice president and director of media research at DRAFTFCB
Jack Z. Sissors was a professor of media planning and strategy at Northwestern University.
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