Azzaro, Marian. creator Binder, Dan Clawson, Robb Lloyd, Carla Shaver, Mary Alice 1938-2012 Werder, Olaf text ilu Chicago, IL Copy Workshop 2004 1st ed. monographic eng xviii, 524 pages : illustrations ; 24 cm. 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. by Marian Axxaro with Dan Binder, Robb Clason, Carla Lloyd, Mary Alice Shaver, and Olaf Werder. Includes index. Communication in marketing Comunicación en mercadeo Sales promotion Promoción de ventas Advertising Publicidad Direct marketing Mercadeo directo HF 5415.123 A999s 2004 1887229175 9781887229173 2006278549 http://www.loc.gov/catdir/toc/fy0612/2006278549.html http://www.loc.gov/catdir/toc/fy0612/2006278549.html IAR 060622 20250722110619.0 14424628 eng