by Emilio Martínez Ramos · Ediciones Akal · tapa blanda · ISBN 9788476007280
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«El uso de los medios de comunicación en marketing y publicidad» is the manual by Emilio Martínez Ramos, published by Ediciones Akal in paperback.
It analyses the role of the media in marketing and advertising and how they can better understand their audiences. It covers audience research («media research») and media planning («media planning»), using statistics and sociology, to measure the reach of media and optimise advertising investment.
Volume 8 of the «Comunicación» collection; 272 pages in Spanish, first edition published in 1992.
For marketing, advertising and media professionals interested in audience research and media planning.
