Print Media Planning Manual (Print media advertising series)

This is a must book for: * the business owner of advertising manager who has little or no experience in print media matters who must develop and carry out a media plan * the media person who needs more knowledge to improve his or her craft * the marketing, sales or advertising executive who is the recipient of the media planner's product and needs information to become a "knowledgeable user" * the advertising instructor who needs basic or supplementary material for media course * the advertising student who has aspiration of a media advertising career.

Inside the covers of this book you will find easy to follow, authoritative information on * finding direction for the planning process * budgeting expenditures * negotiating with periodicals * targeting the right audiences * setting appropriate objecgives and measuring performance * using different media in one plan * profiling competing periodicals *sources for media facts and figures * analyzing pros and cons of each medium * mapping tactics and strategies * scheduling ad appearances * presenting the media plan * following through after placement * trade customs and practices * organizing a media operation * media terms and their definitions.

The Print Media Planning Manual is the complete, practical guide to selecting the right print advertising medium, at the right price and at the right time. No other book on the subject takes the reader so comprehensively step-by-step through the media process as does this manual. Both novice and practitioner will find Ehler's work an invaluable reference.