By Peter B. Turk, Donald W. Jugenheimer, Arnold M. Barban
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Extra resources for Advertising Media Sourcebook, 4th edition
Generic estimates are vital in planning stages when the advertising vehicles have not yet been identified. All the source illustrations in this book are hard-copy reproductions. This is still the most popular format for media data and information, but this is changing. Throughout our investigations we found virtually every research company offers alternative formats. By the fifth edition of this book, we will be compelled to illustrate the formats for personal computers or work stations. The 21st century will show paper replaced by on-line access, tape cassette, or CD-ROM.
_ Check on availability of units and vehicles. _ Relate availability to units selected and estimates. _ Reserve desired media time and/or space. _ Order appropriate time and/or space. _ Schedule units of advertising on specific advertising vehicles. _ Report plans to client, traffic department, creative department, account management, media representatives, and so on, as appropriate. _ Report coordination requirements to appropriate departments and personnel. Page 8 Advertising Media The major advertising media include newspaper, television, direct marketing, radio and a variety of other media.
0 77 172 222 124 28. 8 31 71 132 42 29. 8 30 101 121 58 30. 5 2,280 5,917 10,200 4,100 31. 8 45 106 154 66 32. 8 24 97 134 70 33. 8 33 95 107 66 34. 8 44 107 150 90 35. 7 22 85 90 50 36. 7 31 56 123 63 37. 7 48 93 123 81 38. 7 28 73 90 65 39. 7 30 90 94 45 40. 7 2,598 6,771 11,347 4,731 41.
Advertising Media Sourcebook, 4th edition by Peter B. Turk, Donald W. Jugenheimer, Arnold M. Barban