About the volume on The advertising space 2.0
The advertising space — A handbook of effective media planning and buying is a practical handbook that was published in Hungary by Stardust Publishing in December 2002. The authors, Kinga Incze and Anna Pénzes complemented their own experiences at domestic and international media agencies with a comprehensive dose of theory, making sure at the same time to offer an enjoyable read, with countless case studies.
While the volume gained national recognition, changes in the market prompted the authors to prepare a second, revised and extended edition, under the title The Advertising Space 2.0, which they themselves published in December 2006.
The book has met with a success that is unusual in the world of specialist literature. Even before the first edition appeared, several market-leading media and advertisers offered their support, and the volume did not disappoint: it now stands on the bookshelf of many an advertiser, media company and agency, where managers and staff alike find it a useful and enjoyable handbook. The Advertising Space 2.0 has become recommended or compulsory reading at the majority of the relevant courses in colleges and universities of communication and economy — which is probably the greatest source of pride for Kinga Incze and Anna Pénzes.
Why is The Advertising Space 2.0 useful, unique and popular?
With a practice-oriented and realistic approach, the authors discuss the operation of the media market and the process
of designing and buying media, creating a practical source of information that is equally useful for the everyday work
of practitioners of marketing communication, those starting out on a career in marketing, media design or advertising
agency, and university students. In-depth theoretical knowledge is bolstered by a large number of case studies.
With regard to facts, the book aims at accuracy and objectivity, while it is consciously subjective when it comes to the representation of the workaday reality of the profession, adding real-life stories to the mix.