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;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;.....................................;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;; Advanced Media
Planning, by John R.
Rossiter, Peter J. Danaher. Kluwer Academic Publishers; 1st edition.
Media planning consists of formulating a media strategy to deliver the creative so as to
best meet the brand's advertising objectives, and then implementing that strategy in an
accurate and cost-effective manner. More
information.
Advertising
and Integrated Brand Promotion, by Thomas O'Guinn,
Chris Allen, Richard J. Semenik. South-Western College Pub; 3rd edition.
Creating good advertising is an enormous challenge. Imaginative and refreshingly honest,
Advertising 3e continues the tradition of providing readers with a solid understanding of
advertising strategy. The table of contents is designed to follow the same process that
advertising agencies follow. More
information.
Ethics in
Media Communications : Cases and Controversies (with InfoTrac), by Louis A. Day.
Wadsworth Publishing; 4 edition.
This text's strength is its extensive use of case studies throughout each chapter.
Accessible writing style and coherency between chapters allow for coverage of advanced
topics such as morally offensive content and media and privacy. More
information.
International
Advertising : Realities and Myths, by John Philip
Jones (Editor). SAGE Publications.
A comprehensive handbook of the theory and practice of international advertising. The
subject in not treated in isolation, but rather linked to overall trends in business
globalization. More
information.
Introduction
to Advertising Media: Research, Planning, and Buying, by Jim Surmanek.
NTC Business Books. More
information.
Introduction
to Mass Communications (12th Edition), by Warren K. Agee,
Philip H. Ault, Edwin Emery. Allyn & Bacon; 12 edition.
Plunges into the stimulating, still uncertain electronic realm of cyberspace and examines
traditional mass media with the depth and perception associated with previous editions. More
information.
Media
Math: Basic Techniques of Media Evaluation, by Robert W. Hall.
Natl Textbook Co Trade; Second edition. More
information.
Presentation
Planning and Media Relations for the Pharmaceutical Industry, by John Lidstone. Gower
Publishing Company.
This guide for pharmaceutical industry directors and senior executives describes effective
methods for preparing and delivering presentations--whether internally to colleagues,
staff, and sales representatives or externally to medical specialists, the media, and the
general public. More
information.
Professional
Content Management Systems : Handling Digital Media Assets, by Andreas Mauthe, Peter
Thomas. John Wiley & Sons.
Multimedia Content Management helps to clarify the subject area, define problematic
issues and establish a universal understanding of content and its management. More
information.
The
Advertising Business: Operations, Creativity, Media Planning, Integrated Communications, by John Philip
Jones (Editor). SAGE Publications.
A significant one-volume reference on the business of advertising. More
information.
The
Marketer's Guide to Media Vehicles, Methods, and Options, by Ann Grossman.
Quorum Books.
Designed as a convenient desk-top manual, this is an informative guide to the use of media
vehicles. Grossman covers the traditional broadcast, print, and out-of-home media formats
and sales promotions as well as the increasingly used methods of direct marketing and
telemarketing. More
information.
The
Media in Your Life: An Introduction to Mass Communication, Third Edition, by Jean
Folkerts, Stephen Lacy. Allyn & Bacon; 3 edition.
With a strong emphasis on media convergence throughout, this book helps readers develop a
system-wide view of the interacting social, historical, economic, and technological forces
at work in today's rapidly evolving mass media. More
information.
Value
Creation and Branding in Television's Digital Age, by Timothy M.
Todreas. Quorum Books.
This book provides detailed historical data, financial, models and informed discussion of
profitability trends in the industry. It offers a framework for understanding and
predicting profitability and describes the nature of branding as it applies to the
television industry. More
information.
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