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The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying
Key Guides
New York; London: Routledge, 8th ed. (2022), xix, 228 pp.
"The eighth edition of The Media Handbook continues to provide a practical introduction to the media planning and buying processes. Starting with the broader context in which media planning occurs, including a basic understanding of competitive spending and target audiences, the book takes readers t
...
Werbung: Einführung in die Markt- und Marketingkommunikation
München: UVK, 10th ed. (2021), xi, 472 pp.
Manual de planificación de medios: Todo lo que hay que saber para planificar correctamente los medios
Madrid: ESIC Editorial, 6th ed. (2018), 622 pp.
Las claves de la publicidad
Madrid: ESIC Editorial, 8th ed. (2015), 479 pp.
The Media Business for Pioneers: How to Attract Advertisers and Media Planners
Berlin; Amsterdam: Plural Media Services; Media in Cooperation and Transition (MiCT); DOEN Foundation (2014), 109 pp.
"Why is advertising crucial for sustainability of independent media, and does it influence content? What makes advertisers choose certain media? Who within a company decides on advertising? How influential are media agencies? And how can media organisations conduct or commission audience research? T
...
Advertising Media Planning
New York: McGraw-Hill, 7th ed. (2010), xiv, 480 pp.
Mídia de A a Z: Conceitos, critérios e fórmulas dos 60 principais termos de mídia
São Paulo: Pearson Prentice Hall, 3rd ed. (2009), xxii, 344 pp.
Advertising for Dummies
Indianapolis, Indiana: Wiley, 2nd ed. (2007), xviii, 312 pp.
Planejamento de mídia: Teoría e experiência
Key Guides
São Paulo: Pearson Prentice Hall (2006), xxi, 230 pp.
TV-Werbung für Einsteiger: Von der ersten Idee bis zur Wirkungskontrolle
Köln: IP Deutschland (2005), 43 pp.
Das Media-Kochbuch 2: Mehr Rezepte für die effiziente Medienplanung
Köln: IP Deutschland (2005), 31 pp.
Cómo comenzar y continuar: Una guía para los centros multimedia comunitarios
Key Guides
Paris: UNESCO (2004), 144 pp.
A Guide to Community Multimedia Centres: How to Get Started and Keep Going
Paris: UNESCO (2004), 141 pp.
"There are growing numbers of grass-root communication and information service providers in the developing countries today. They are operating community radio stations, multipurpose telecentres, information centres, community learning centres and – in a few cases – community multimedia centres (
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Guide pratique des centres multimédia communautaires
Paris: UNESCO (2004), 147 pp.
Advertising: Principles and Practice
Englewood Cliffs, New Jers.: Prentice Hall, 6th ed. (2003), 599 pp.
Kommunikationsmanagement: Marketing-Kommunikation vom Briefing bis zur Realisation
Stuttgart: Schäffer-Poeschel, 3rd revised and compl. ed. (1999), 916 pp.
"Die Elemente der Kommunikationspolitik, in den einschlägigen Marketing-Kompendien nur abrißhaft dargestellt, erfahren in diesem Buch eine eingehende, direkt an den praktischen Erfordernissen orientierte Darstellung. Dargestellt werden die u.a. die Elemente des Briefing, die Erstellung des Werbeko
...
Estrategias de medios publicitarios
Lima: Universidad de Lima, Fondo Editorial (1998), 150 pp.
Media Planning: A Practical Guide
Lincolnwood (Chicago), Illinois: NTC Business Books, 3rd ed. (1996), xii, 209 pp.
"This book presents media dynamics--definitions of various popular media terms and how these terms fit into media planning analysis. The latter part of the book deals with media plan development--how a media plan is constructed and what students should consider in that construction. Interspersed are
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