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25 of 27 people found the following review helpful:
5.0 out of 5 stars
Very succinct and informative!,
By Ron (North York, Ontario Canada) - See all my reviews
This review is from: Essentials of Media Planning (Paperback)
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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Essentials of Media Planning by Arnold M. Barban (Paperback - January 11, 1993)
Used & New from: $0.01
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