Media Planning: A Practical Guide, Third Edition
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Book Overview
The perfect media-planning primer for your classroom or reference library. This comprehensive resource provides students with a solid foundation in media.
This book presents media dynamics--definitions of various popular media terms and how these terms fit into media planning analysis. The latter part of the book deals with media plan development--how a media plan is constructed and what students should consider in that construction. Interspersed are related topics with which students should be familiar in order to plan effective advertising efforts.
The Glossary/Index is a handy reference defining the most common terms used in media planning, as well as referring the student to the specific page where that term is discussed.
Thoroughly discusses the major media forms including Interactive and Out-of-Home. Covers the basic components of a media plan: objectives, research, creative and promotion strategy, sales data, and competitive activity. Addresses basic questions regarding audience geography, scheduling, copy, coupons, reach, and frequency.Format:Paperback
Language:English
ISBN:0844235121
ISBN13:9780844235127
Release Date:February 1996
Publisher:McGraw-Hill Companies
Length:224 Pages
Weight:0.95 lbs.
Dimensions:0.7" x 6.0" x 8.9"
Customer Reviews
3 ratings
Media Planning: A Pratical Guide
Published by Thriftbooks.com User , 18 years ago
This book is filled with useful information about Media Planning. Every student of the Advertising Industry should have this book to use as a guide when starting out in the Advertising career path.
Solid Introductory Resource
Published by Thriftbooks.com User , 24 years ago
Book that provides a basic background to all aspects of media planning with chapters ranging from 'HUT, PUT, and PUR' to 'Psychographics/Clustering', to 'Negotiating a Media Buy'. Definitions and basic terms are well set apart from the rest of the text and explained clearly and one chapter builds upon the ones before in a way that makes it easy to read without feeling overwhelmed. Written in 1995, the book is hampered a bit by being entirely lacking in any reference to Internet advertising.
Very Comprehensive, Easy to Read
Published by Thriftbooks.com User , 24 years ago
Media Planning: A Practical Guide is a good place to start for those interested in a career in advertising or for those who work in related industries. It gives the reader a thorough understanding of traditional and new media terms and tools without requiring in-depth knowledge of the field. A great resource!
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