02516cam a2200493 a 450000100090000000300080000900500170001700600190003400700030005300800410005601000170009702000150011402000180012903500130014703500200016004000370018004100080021704200140022505000280023910000200026724501290028725000120041626000410042830000480046933600260051733700280054333800270057150000200059852010290061865000320164765000310167965000210171065000270173165000170175865000160177565000220179165000220181370000160183570000180185170000170186970000370188670000180192385600810194114424628BJBSDDR20250722110619.0a|||||r|||| 00| 0 ta060622s2004    ilua    r     001 0 eng d  a  2006278549  a1887229175  a9781887229173  a14424628  a(OCoLC)57760985  aIARbengcIARdOCLCQdBAKERdDLC  aeng  alccopycat14aHF 5415.123bA999s 20041 aAzzaro, Marian.10aStrategic media decisions /cby Marian Axxaro with Dan Binder, Robb Clason, Carla Lloyd, Mary Alice Shaver, and Olaf Werder.  a1st ed.  aChicago, IL :bCopy Workshop,c2004.  axviii, 524 pages :billustrations ;c24 cm.  atextbtxt2rdacontent  aunmediatedbn2rdamedia  avolumebnc2rdacarrier  aIncludes index.  aStrategic Media Decisions is a comprehensive guide to the decision-making process behind advertising media planning and buying. It walks readers through how advertisers determine where, when, and how to place messages for maximum effectiveness and return on investment. The book introduces key industry concepts like target audience analysis, media mix strategy, budget allocation, and performance metrics.

Combining practical tools with case-based learning, it explores both traditional and emerging media platforms (TV, radio, digital, print, out-of-home) and the strategic thinking required to select and justify media choices. It emphasizes the business side of media—how planners collaborate with clients, negotiate with vendors, analyze data, and adapt to evolving technologies.

Ideal for students in advertising and marketing communications programs, this book bridges academic theory and real-world practice, making it a go-to resource for aspiring media strategists, brand planners, and marketing professionals. 0aCommunication in marketing. 4aComunicación en mercadeo 0aSales promotion. 4aPromoción de ventas  0aAdvertising. 4aPublicidad  0aDirect marketing. 4aMercadeo directo 1 aBinder, Dan1 aClawson, Robb1 aLloyd, Carla1 aShaver, Mary Alice, d1938-2012 1 aWerder, Olaf 413Table of contents onlyuhttp://www.loc.gov/catdir/toc/fy0612/2006278549.html