Essentials of Media Planning

by Steven Cristol, Arnold M. Barban, Frank J. Kopec, et al.

Book Overview

In six concise, highly readable chapters, Essentials of Media Planning explains the key elements behind every successful media program. With an emphasis on the role of media planning in marketing... This description may be from another edition of this product.

• Format: Paperback
• Language: English
• ISBN: 0844235237
• ISBN13: 9780844235233
• Release Date: January 1993
• Publisher: McGraw-Hill Companies
• Length: 153 Pages
• Weight: 0.85 lbs.
• Dimensions: 0.6" x 7.0" x 10.0"

Customer Reviews

Very succinct and informative!

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.