^#smrgSAHAF Media Math: Basic Techniques of Media Evaluation - 1991

Media Math, the first and only book to review basic math skills necessary for effective media planning, you'll know exactly what to do.

Media Math shows you step-by-step how to calculate ratings, shares, GRPs, and CPMs. Author Bob Hall, a veteran media professional, describes all the math principles clearly and in plain English. Over 100 problems and worked-out examples are included, and Media Math concludes with two proficiency tests.

Students, trainees and seasoned advertising professionals will all want a copy of Media Math to broaden and sharpen their skills in media analysis. It's a superb book for you and others around you that work on media.

About the Author
Bob Hall has devoted his entire advertising career to making technical and complex concepts understandable and applicable to advertising operations.

A native of San Francisco and graduate of the University of California, Berkeley, he embarked on his advertising career in 1963. He progressed through the ranks of media trainee, print and broadcast buyer, media supervisor, associate media director, and VP. Media Operations while at Dancer-Fitzgerald-Sample, Honig-Cooper & Harrington, and Foote, Cone & Belding.

After more than 20 years on the agency side of the desk, Bob Hall switched career emphasis to advance the use of desktop computers for the many tasks of media planning and buying. In 1983 he formed Automation & Advertising and designed the first micro-computer based print media system for Media Management Plus. He later joined MM+ (now Marketing Resources Plus, a US WEST company) and is Senior Vice President. His latest responsibility was the development and introduction of a new software system for business-to-business media planning and buying, called "BusinessAd Media" or "BAM." Media Planning and buying has not only been a career for Bob, it is also the subject of a course he teaches at San Jose State University.