机读格式显示(MARC)

• 000 02688pam a2200433 i 4500

• 001 0000920348

• 003 CAL

• 005 20231213110100.0

• 008 200420s2020 nju b 001 0 eng

• 010 __ |a 2020013130

• 020 __ |a 9781119477396 |c CNY695.17

• 020 __ |z 9781119477464

• 020 __ |z 9781119477419

• 040 __ |a DLC |b eng |e rda |c DLC |d ZSU

• 050 00 |a HF5439.B67 |b W37 2020

• 082 00 |a 659.13068/8 |2 23

• 090 __ |a F713.3/BW6

• 093 __ |a F713.3 |2 5

• 100 1_ |a Warner, Charles, |d 1932- |e author.

• 245 10 |a Media selling : |b digital, television, audio, print and cross-platform / |c Charles Warner, William Lederer, Brian Moroz.

• 250 __ |a 5th edition.

• 264 _1 |a Hoboken : |b Wiley, |c c2020.

• 300 __ |a xv, 557 pages ; |c 26 cm

• 336 __ |a text |b txt |2 rdacontent

• 337 __ |a unmediated |b n |2 rdamedia

• 338 __ |a volume |b nc |2 rdacarrier

• 500 __ |a Revised edition of Media selling, 2009.

• 500 __ |a Sub-title various.

• 504 __ |a Includes bibliographical references and index.

• 520 __ |a "Updating the 4th Edition of Media Selling, published in 2009, has been challenging because of the exponential changes in the media, especially in digital advertising, which in 2016 toppled television as the number-one advertising medium, and in the time since the 4th Edition, Google and Facebook have dominated the digital advertising media environment. In 2016 and 2017 the two Internet giants amassed approximately 90 percent of the increase in digital advertising investment over the previous year, leaving hundreds of thousands of advertising-supported websites and apps struggling to survive by dividing the crumbs of the remaining ten percent of the digital advertising yearly increase. It is difficult to keep up with accelerating changes in the media and in advertising because these changes are driven mostly by advances in artificial intelligence (AI), but this edition includes many of the changes up until August of 2019. With that in mind, we (the authors) have tired to avoid predicting the future beyond 2019. We have also listed for readers the URLs of websites and industry newsletters, blogs, apps, and websites where they can keep up to date on current information"-- |c Provided by publisher.

• 650 _0 |a Selling |x Broadcast advertising.

• 650 _0 |a Advertising, Newspaper.

• 650 _0 |a Internet advertising.

• 650 _0 |a Advertising, Magazine.

• 650 _0 |a Advertising, Outdoor.

• 700 1_ |a Lederer, William, |e author.

• 700 1_ |a Moroz, Brian, |e author.

• 776 08 |i Online version: |a Warner, Charles, 1932- |t Media selling |b Fifth edition. |d Hoboken : Wiley, 2020. |z 9781119477464 |w (DLC) 2020013131

• 920 __ |a 233030 |z 1