10 of 11 people found the following review helpful:
1.0 out of 5 stars
Ouch!, February 9, 2004
This review is from: Media Planning: A Practical Guide (Paperback)
Jim Surmanek may know a great deal about media planning. However, most of the people who attempt to read this book will never discover that. Why? Jim does not know how to communicate effectively. I have not made it too far into this book, and every inch has been a struggle. What I have learned thus far could have been expressed in one, maybe two, paragraphs.
Jim's opening sentence (in his Introduction to the book) reads, "Advertising media are dynamic and ever changing." Traditionally the opening sentence in any book is very important: The first sentence is the sentence that is to hook the reader, engage us, entice us, make a proposal that the writer will later explain and document. The first sentence must be superbly well constructed. It must do something meaningful. Jim took this valuable space and chose to say one thing twice, and repeat himself while being redundant. Good heavens, wasn't that fun? An opening sentence that says "media does not stay the same" is not very engaging or informative. Perhaps Jim assumes that most of his readers don't know that. Perhaps Jim thinks most of readers are watching a black and white nine-inch screen, have never heard of cable, and have to wait for the tubes in their radios to warm up before they can listen to the weekly episode of Mystery Theatre.
His next sentence reads, "The entire spectrum of media outlets changes almost daily." (Jim explains "change": new radio or television stations, changed formats, new magazines, etc.) Now, how can that be true? That the entire spectrum would change almost daily. That the spectrum changes daily, yes. But the entire spectrum of media outlets changes almost daily? Does he really mean to tell his readers that nearly every radio and television station, nearly every magazine and newspaper, and nearly every billboard changes owners or formats nearly every day? No, but that is what he says.
I skipped the first two chapters to take a look at Chapter 3, "HUT, PUT, and PUR." Appropriately enough, Jim explains what HUT, PUT, and PUR are. Several times. That is, several times before he repeats himself. He also shares some fascinating data with us: "People Using Radio (PUR) levels also vary." (That is important for the readers to know because most of the readers have no idea that people turn their radios on and off.)
Jim continues, "Adult listening peaks in the 6-10 P.M. period..." Now that didn't make sense to me. I thought adults listened to their radios more during "drive time" and while at work than when they got home in the evenings. So I looked at the table attached to this text (3.3) only to discover that of the five time periods Arbitron reports (and Jim uses in the table), the two busiest adult time periods are the 6 AM to 10 AM and the 10 AM to 3 PM periods. In fact, the time period Jim claims as the "adult peak," has less than half as many listeners as these morning/daytime periods. The only time with a smaller audience than Jim's "adult peak" is the Midnight to 6 AM time period!
As I continue along, still in Chapter 3, I see a Table (3.4) with a whole bunch of numbers. Jim never references this table or explains what it reveals. The numbers don't seem to relate to anything else in the chapter. I also notice that Table 3.4 is followed by a second Table 3.2 that does not give the same data as the first Table 3.2.
If you want to be thoroughly confused, love misinformation, enjoy reading the same "fact" presented three or four times, and want to be talked to like a child, buy this book. Savor it; it is a gem.
If I could return this book I would. I can't. Fortunately I live in a cold climate. I have a fireplace. I will put this book to good use.
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9 of 11 people found the following review helpful:
4.0 out of 5 stars
Very Comprehensive, Easy to Read, April 3, 2000
This review is from: Media Planning: A Practical Guide (Paperback)
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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