Essentials of Media Planning
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Book Overview
In six concise, highly readable chapters, Essentials of Media Planning explains the key elements behind every successful media program. With an emphasis on the role of media planning in marketing... This description may be from another edition of this product.
Format:Paperback
Language:English
ISBN:0844235237
ISBN13:9780844235233
Release Date:January 1993
Publisher:McGraw-Hill Companies
Length:153 Pages
Weight:0.85 lbs.
Dimensions:0.6" x 7.0" x 10.0"
Customer Reviews
1 rating
Very succinct and informative!
Published by Thriftbooks.com User , 24 years ago
This book provides an excellent overview of the fundamentals of media planning. It examines the five basic components of a media plan: (1)background review, (2)statement of objectives, (3target market defintion, (4)media mix, and (5)overall scheduling considerations. For example, it will show how the product life cycle, marketing or promotion plans would affect the media plan, or how reach and frequency would affect the media objectives etc. This book is straightforward but packed with practical advice. It also ends with 3 case studies which demonstrate how the theories of a media plan are actually put into action. Overall, it is a highly readable, useful, and pragmatic guide to media planning.
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