Roger B. Baron is senior vice president and director of media research at DRAFTFCB, whose clients include SC Johnson, MillerCoors Brewing Company, Boeing Aircraft, State Farm Auto Insurance, Taco Bell, and Merck Pharmaceuticals. He is a former media director and now member of the Media Rating Council, the Market Research Council, and the Advertising Research Foundation. He lives in Chicago, IL.
It's a good book, but it't not easy to read and lacks a good line that will keep you interested. Its resourceful though. 3.5 if I could.Published 1 month ago by MS. Denisse Clark
Media Planning was never chosen path for me, but was required to take it as an Ad student. This book is very informative. Read morePublished 17 months ago by Christopher Moore
The book was purchased at the suggestion of our office Media Director. New hires in the department say the book provides a solid foundation for media planning and buying.Published 21 months ago by Karen F. Barrera
Perfect addition to my library. No extraneous information; updates for new media useful and in step with current buying and planning.Published on March 29, 2013 by Cynthia Runions
Roger's new book is a terrific update of his previous textbooks. I'm pleased to see that the book now covers important new initiatives like the Nielsen Council For Research... Read morePublished on November 30, 2010 by Alice K. Sylvester
This marks my 33rd year in the media field and yet I found literally dozens of interesting and useful bits of knowledge in this excellent book. Read morePublished on October 18, 2010 by MediaMaven23
Great book. I love you Amazon. Skip the school lines and get your materials here. I saved over $250 by shopping on Amazon.comPublished on September 26, 2010 by E. Santiago