The bible of media planning for more than 25 years, Advertising Media Planning teaches the fundamentals of planning, purchasing, and evaluating the effectiveness of advertising. It also emphasizes today's rapid proliferation of media choices. This new edition covers the increasing useof nontraditional and interactive media, including interactive television and the Internet. Covers media plan construction, reach and continuity measurement. This book covers academic research and professional practices, a hypothetical media plan providing a perspective on real-world media planning, and illustrative examples of the Internet.
