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Planning Media: Strategy and Imagination Paperback – Facsimile, November 29, 1995

by
William J. Donnelly (Author)
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Previous page
  1. Print length
    333 pages
  2. Language
    English
  3. Publisher
    Prentice Hall
  4. Publication date
    November 29, 1995
  5. Dimensions
    7.5 x 1 x 9.75 inches
  6. ISBN-10
    0135678358
  7. ISBN-13
    978-0135678350
  8. See all details
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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.

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William J. Donnelly

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