Clear, comprehensive and easy to use, this book is an ideal introduction for students and non-media specialists, and serves as an important refresher and source of ideas for advertising media professionals. This book is all about selecting media for advertising purposes.
Media are mass communication vehicles, like magazines, newspapers, outdoor, radio, and television.
This is a first-rate introduction to the concepts and strategies behind every successful media plan. His book also demonstrates how to put media tools and techniques to use effectively. The Advertising Process 2. The Role of Media Planning 3. Media Definitions and Dynamics 4.