Planning Media: Strategy and Imagination [Facsimile] [Paperback]

William J. Donnelly (Author)

Book Description

Publication Date: November 29, 1995

This text illustrates tools of the trade in the media and explains the "why" and "how" while demonstrating the creative mind at work. It offers a user- friendly approach that presents complex concepts in a simple style. It discusses the conceptual foundation of media planning, and features a step-by-step explanation of how a media plan is constructed.

Editorial Reviews

From the Publisher

Very contemporary in its perspective, this text not only explains and illustrates tools of the trade, but also explains the "why" and "how" while demonstrating the creative mind at work.

From the Back Cover

Very contemporary in its perspective, this book not only explains and illustrates tools of the trade, but also explains the “why” and “how” while demonstrating the creative mind at work. Discusses the conceptual foundation of media planning, explaining how social communications become economic communications, and considers key marketing concepts related to media planning. Features a unique, straightforward, step-by-step explanation of how a media plan is actually constructed from beginning to end. Explains “marketing imagination” — and identifies occasions for its application in the media planning process. Shows how to transform static, metric, statistical data into dynamic information for inventive planning, and for translating marketing strategies into media objectives and strategies.

Product Details

• Paperback: 333 pages
• Publisher: Prentice Hall College Div; 1st edition (November 29, 1995)
• Language: English
• ISBN-10: 0135678358
• ISBN-13: 978-0135678350
• Product Dimensions: 9.1 x 7 x 0.9 inches
• Shipping Weight: 1.8 pounds
• Amazon Best Sellers Rank: #578,763 in Books (See Top 100 in Books)

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