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21
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5
Inspiring Practice
2
Key Guidance
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11
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7
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Audience Research Methods
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Language
Document type
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Authors & Publishers
Media focus
Publication Years
Output Type
The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying
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
...
The Native Advertising Playbook
Key Guidance
Inspiring Practice
International Media Support (IMS); CityDog Media (2022), 57 pp.
"[...] we have brought together relevant case studies to illustrate how content production and business relations can be reconfigured to generate fresh revenue sources, and to demonstrate which tools may be helpful along the way. These cases include special thematic projects, creative agency models,
...
Publicidad con sentido social
Inspiring Practice
Universidad Pontificia Bolivariana (2019), 286 pp.
"[...] Lamentablemente, en nuestro país, las teorías asociadas al mercadeo y la publicidad social son escasas, y los teóricos que se pueden asociar a estas propuestas son, por lo mismo, bastante limitados. En contraposición, y muy a pesar de que Colombia cuente con pocos investigadores, las camp
...
Manual de planificación de medios: Todo lo que hay que saber para planificar correctamente los medios
Madrid: ESIC Editorial, 6th ed. (2018), 622 pp.
Fundamentos de la publicidad
Madrid: ESIC Editorial (2017), 255 pp.
Claves en la planificación de la publicidad online: Fundamentos, herramientas y retos
Madrid: Asociación para la Investigación de Medios de Comunicación (AIMC), revised ed. (2017), 324 pp.
Las claves de la publicidad
Madrid: ESIC Editorial, 8th ed. (2015), 479 pp.
Manual de comunicación publicitaria
Valencia: campgràfic, 2nd ed. (2015), 249 pp.
Handbuch für Mediaberater im Hörfunk
Baden-Baden: Ed. Fischer Nomos, 2., aktualisierte Aufl. (2011), 196 pp.
"Das Buch ist nicht als allumfassendes, wissenschaftliches Fachbuch zu verstehen. Vielmehr ist es ein Buch für die tägliche Praxis. Es vermittelt Grundlagenwissen aus den Bereichen Marketing, Medien und der Kommunikation mit dem Kunden (u.a. aus dem NLP). Darüber hinaus finden Sie eine Vielzahl v
...
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.
La publicidad puesta al día
Buenos Aires: La Crujía, 2a ed. (2006), 236 pp.
Planejamento de mídia: Teoría e experiência
Key Guidance
São Paulo: Pearson Prentice Hall (2006), xxi, 230 pp.
Das Media-Kochbuch 2: Mehr Rezepte für die effiziente Medienplanung
Köln: IP Deutschland (2005), 31 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.
La publicidad de bien social
Buenos Aires: Paulinas (1997), 87 pp.
Media Planning: A Practical Guide
Lincolnwood (Chicago), Illinois: NTC Business Books, 3rd ed. (1996), xii, 209 pp.
How to Select and Work with an Advertising Agency: Handbook for Population and Health Communication Programs
Baltimore: Johns Hopkins Center for Communication Programs (1996), xii, 125 pp.
