Posted by a reviewer on Amazon

The book was purchased at the suggestion of our office media director

Posted by a reviewer on Amazon

The solution is the seventh 2010 edition of the classic media textbook advertising media planning by roger baron and jack sissors from mcgrawhill

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Advertising media planning was initially published in the late seventies by jack sissors a professor at northwestern university

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In 2001 professor scissors turned to fellow chicagoan roger baron svp and media research director of draftfcb to be his coauthor for the sixth edition

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That edition was translated into russian turkish and chinese even though the book focuses on us media

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In fact one fourth of the editions sales came from outside of the united states

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Besides thorough coverage of traditional media which has been updated with the latest industry practices and illustrated with major advertiser case histories there is extensive coverage of both digital media and new planning technologies

Posted by a reviewer on Amazon

Included there is a glossary that covers every definition youve forgotten