The Effective Use of Advertising Media: A Practical Approach

by David Zerdin (Author), Martyn P. Davis (Author)

• Used

  Hardcover
  1996

  $3.26

  Explaining the different kinds of media available to advertisers, this book's coverage ranges from direct mail and press to satellite and cable networks, and recent and forthcoming changes in digital TV and radio and the Internet. The authors also describe the research and services associated with the media, discuss the roles of advertiser, agency and media-owner in advertising planning, and offer blueprints for the future. The book includes sections on cinema, direct mail, exhibitions, magazines and periodicals, national and regional newspapers, outdoor advertising, point-of-sale material, radio and television, and how to plan and buy effective advertising campaigns.

• Used

  Paperback
  1992

  $4.20

  Which media to use, and how best to use them for spreading your advertising message, are the core subjects of this book. The author evaluates the different media and the services, including media research, associated with them, explaining the roles of advertiser, agency and media owner. This book is full of advice on how to draw up an advertising strategy, budgeting, preparation, approval and execution of advertising proposals and evaluation of results. This is a useful guide for business people, business and media students and anyone concerned with advertising and marketing.