02877cam a2200565 a 4500 14424628 BJBSDDR 20250722110619.0 a|||||r|||| 00| 0 ta 060622s2004 ilua r 001 0 eng d 2006278549 1887229175 9781887229173 14424628 (OCoLC)57760985 IAR eng IAR OCLCQ BAKER DLC eng lccopycat HF 5415.123 A999s 2004 Azzaro, Marian. 43254 Strategic media decisions / by Marian Axxaro with Dan Binder, Robb Clason, Carla Lloyd, Mary Alice Shaver, and Olaf Werder. 1st ed. Chicago, IL : Copy Workshop, 2004. xviii, 524 pages : illustrations ; 24 cm. text txt rdacontent unmediated n rdamedia volume nc rdacarrier Includes index. Strategic 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. Communication in marketing. Comunicación en mercadeo 9464 Sales promotion. Promoción de ventas 14093 Advertising. Publicidad 2018 Direct marketing. Mercadeo directo 43555 Binder, Dan 43255 Clawson, Robb 43258 Lloyd, Carla 43259 Shaver, Mary Alice, 1938-2012 43556 Werder, Olaf 43557 Table of contents only http://www.loc.gov/catdir/toc/fy0612/2006278549.html 7 cbc copycat 3 ncip 20 y-gencatlg lcc BK LLH 124196 124196 0 0 lcc 0 0 CS BJB BJB CS 2025-07-08 0 HF 5415.123 A999s 2004 00000193382 2025-07-08 00:00:00 1 2025-07-08 BK