Azzaro, Marian. <br/><br/>
Strategic media decisions / 
by Marian Axxaro with Dan Binder, Robb Clason, Carla Lloyd, Mary Alice Shaver, and Olaf Werder. 
 - 1st ed. 
 - Chicago, IL :  Copy Workshop,  2004. 
 - xviii, 524 pages :  illustrations ;  24 cm. 
<br/><br/> Includes index. 
<br/><br/> Strategic Media Decisions is a comprehensive guide to the decision-making process behind advertising media planning and buying. It walks readers through how advertisers determine where, when, and how to place messages for maximum effectiveness and return on investment. The book introduces key industry concepts like target audience analysis, media mix strategy, budget allocation, and performance metrics.<br/><br/>Combining practical tools with case-based learning, it explores both traditional and emerging media platforms (TV, radio, digital, print, out-of-home) and the strategic thinking required to select and justify media choices. It emphasizes the business side of media—how planners collaborate with clients, negotiate with vendors, analyze data, and adapt to evolving technologies.<br/><br/>Ideal for students in advertising and marketing communications programs, this book bridges academic theory and real-world practice, making it a go-to resource for aspiring media strategists, brand planners, and marketing professionals. 
<br/><br/><label>ISBN: </label>1887229175 9781887229173 
<br/><br/><label>LCCN: </label>2006278549 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Communication in marketing.<br/>Comunicación en mercadeo<br/>Sales promotion.<br/>Promoción de ventas <br/>Advertising.<br/>Publicidad <br/>Direct marketing.<br/>Mercadeo directo 
<br/><br/><label>LC Class. No.: </label>HF 5415.123  / A999s 2004