Advertising Media A To Z

After the high-maintenance clients and creatives have had their say, it's the unheralded media planners who make or break the success of an advertisement or campaign. Advertising Media A-to-Z is today's most comprehensive resource for this dynamic field, providing valuable, dictionary-like coverage of key terminology and concepts for media planning, media buying, and media research. A hands-on overview of advertising media today, Advertising Media A-to-Z also provides fascinating historical information, tips on media buying and planning, and other guidelines for achieving maximum return on advertising investments. Media professionals will look to this all-in-one reference for: Definitions of key concepts Inside tips on effective media planning Practical tips on the dynamics of media planning and buying