UPDATED (4th) EDITION of the most up to date and comprehensive book on media panning and buying in the 21st century. In addition to extensive updating, includes

This Second Edition remains the only book to discuss both theory and application of qualitative research techniques to inspire great advertising and build stron

The Media Handbook provides a practical introduction to the advertising, media planning, and buying processes. Emphasizing basic calculations and the practical

The industry standard for 30 years—updated to include the newest developments in digitization and the three screens of video Apply the latest advertising tech

Delivers the inside track on how to make a difference in clients' businesses by managing the new communications paradigm. * Deals with the complex intra-relatio