THE MEDIA HANDBOOK: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying

This book is deliberately designed as a media handbook. It will not tell you every last detail about each individual medium, nor will it go into great depth on nonmedia advertising elements, such as the creative message or the consumer research that goes on behind the scenes. What it will do, however, is give you a complete picture of howmedia planning, buying, and researchwork.You will see what each function entails, and howthey fit together with each other and within the framework of the marketing mix. You will know enough by the end of this book to be able to create your own media plan, or undertake a print or broadcast buy.