TY  - BOOK
AU  - Azzaro,Marian
AU  - Binder,Dan
AU  - Clawson,Robb
AU  - Lloyd,Carla
AU  - Shaver,Mary Alice
AU  - Werder,Olaf
TI  - Strategic media decisions
SN  - 1887229175
AV  - HF 5415.123 A999s 2004
PY  - 2004///
CY  - Chicago, IL
PB  - Copy Workshop
KW  - Communication in marketing
KW  - Comunicación en mercadeo
KW  - Sales promotion
KW  - Promoción de ventas
KW  - Advertising
KW  - Publicidad
KW  - Direct marketing
KW  - Mercadeo directo
N1  - Includes index
N2  - 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
UR  - http://www.loc.gov/catdir/toc/fy0612/2006278549.html
ER  -