The Media Handbook: A Complete Guide to Advertising, Media Selection, Planning, Research & Budgeting

A guide to creating and implementing an advertising media plan, for media planners, advertisers, marketers, and business managers. Covers developing objectives, evaluating various advertising media, handling media calculations and formulae, negotiating media buys, and evaluating a plan's impact. Includes discussion of the role of media in business and in consumer's lives, and appendices listing contact information for publications, research companies, and associations. Contains chapter summaries and checklists. Annotation copyright Book News, Inc. Portland, Or.