Media Planning Workbook

by Jack Z. Sissors and William B. Goodrich

Book Overview

Help your students master the skills and techniques needed to research, plan, and buy advertising media. By working through carefully constructed exercises, they'll learn how to apply their knowledge... This description may be from another edition of this product.

• Format: Paperback
• Language: English
• ISBN: 0844235024
• ISBN13: 9780844235028
• Release Date: February 2001
• Publisher: McGraw-Hill Education
• Length: 224 Pages
• Weight: 0.05 lbs.
• Dimensions: 0.7" x 8.6" x 10.9"

Customer Reviews

The only media planning book worth teaching from

I have run media departments in large and small agencies and done a lot of training. This is the only book that gives a realistic idea of what a media planner's job entails. It challenges students to think about marketing problems (as opposed to memorizing answers)and attempt to address them using communications vehicles. This workbook hits all the major areas and I have found that when students are taught using it (by someone who has media planning experience), that they often want to go into media planning as they understand the complexities and challenges we face. It will always make them a better marketing professional.

Must have if you are a Marketing Student

Is an excellent book for marketing students,