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      FIFTH EDITION

      Digital, Television, Audio, Print and Cross‐Platform

       CHARLES WARNER

       WILLIAM A. LEDERER

       BRIAN MOROZ

      Blackwell Publishing Ltd, (3e,2004), John Wiley & Sons Ltd (4e,2009)

      All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, except as permitted by law. Advice on how to obtain permission to reuse material from this title is available at http://www.wiley.com/go/permissions.

      The right of Charles Warner, William A. Lederer, and Brian Moroz to be identified as the authors of this work has been asserted in accordance with law.

      Registered Office John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, USA

      Editorial Office 111 River Street, Hoboken, NJ 07030, USA

      For details of our global editorial offices, customer services, and more information about Wiley products visit us at www.wiley.com.

      Wiley also publishes its books in a variety of electronic formats and by print‐on‐demand. Some content that appears in standard print versions of this book may not be available in other formats.

      Limit of Liability/Disclaimer of Warranty While the publisher and authors have used their best efforts in preparing this work, they make no representations or warranties with respect to the accuracy or completeness of the contents of this work and specifically disclaim all warranties, including without limitation any implied warranties of merchantability or fitness for a particular purpose. No warranty may be created or extended by sales representatives, written sales materials or promotional statements for this work. The fact that an organization, website, or product is referred to in this work as a citation and/or potential source of further information does not mean that the publisher and authors endorse the information or services the organization, website, or product may provide or recommendations it may make. This work is sold with the understanding that the publisher is not engaged in rendering professional services. The advice and strategies contained herein may not be suitable for your situation. You should consult with a specialist where appropriate. Further, readers should be aware that websites listed in this work may have changed or disappeared between when this work was written and when it is read. Neither the publisher nor authors shall be liable for any loss of profit or any other commercial damages, including but not limited to special, incidental, consequential, or other damages.

       Library of Congress Cataloging‐in‐Publication Data

      Names: Warner, Charles, 1932– author. | Lederer, William, author. | Moroz, Brian, author.

      Title: Media selling : digital, television, audio, print and cross‐platform / Charles Warner, William Lederer, Brian Moroz.

      Description: 5th Edition. | Hoboken : Wiley, 2020. | Revised edition of Media selling, 2009. | Includes bibliographical references and index.

      Identifiers: LCCN 2020013130 (print) | LCCN 2020013131 (ebook) | ISBN 9781119477396 (paperback) | ISBN 9781119477464 (adobe pdf) | ISBN 9781119477419 (epub)

      Subjects: LCSH: Selling–Broadcast advertising. | Advertising, Newspaper. | Internet advertising. | Advertising, Magazine. | Advertising, Outdoor.

      Classification: LCC HF5439.B67 W37 2020 (print) | LCC HF5439.B67 (ebook) | DDC 659.13068/8–dc23

      LC record available at https://lccn.loc.gov/2020013130 LC ebook record available at https://lccn.loc.gov/2020013131

      Cover Design: Wiley

      Cover Image: Grey Bokeh Background © cyb3rking/iStock.com, Set of flat design concept icons © VLADGRIN/Getty Images

      This book is dedicated to my wife, Julia, whose loving care and support sustained me and to the memory of my mother and father who would be proud of me for being productive in my dotage.

      Charles Warner

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