Advertising Media Planning, Sixth Edition
wits | Feb 06, 2010 | 5 comments
Product Description
The bible of media planning for more than 25 years, Advertising Media Planning teaches the fundamentals of planning, purchasing, and evaluating the effectiveness of advertising. It also emphasizes today’s rapid proliferation of media choices. This new edition covers the increasing use of nontraditional and interactive media, including interactive television and the Internet. … More >>
Advertising Media Planning, Sixth Edition
Filed Under: Advertising
This book is totally outdated, not detailed enough, and completely vague. I had to refer to other advertising books when I read this book because it was so BAD! Everthing in this book was really vague and the authors contradict themselves. One minute they reccommend a particular stragety–the next minute they say the strategy doesn’t work–therefore it becomes confusing and not detailed enough. Do not buy this book because it is a waste of money and it is completely outdated–old school information, which is useless.
Rating: 1 / 5
The book was impecable! perceft condition! and arrived just in time! very fast shipping!…nicely wrraped too! =)
Rating: 5 / 5
I got this book in order to refresh myself on the media planning process and it was very helpful. The different topics were clearly outlined and reflected a logical thought process.
It even goes into non-traditional media which I have not seen in any other books.
My only disappointment related to the way it addressed planning in markets which do NOT have exhaustive media information. I’m sure that was not the intent of the book anyway, so that’s my problem.
A good, informative read…must see for new media buyers/planners.
Rating: 4 / 5
This is a great introductin to media. From reach and frequency through the use of CMR to pull competitive media data, this book covers everything. The information is straightforward and ordered, and the writing is to the point. Included, there is a glossary that covers every definition you’ve forgotten. And there are a lot. This is an excellent book for someone who has taken time off from media and is looking to get back into it, or just a great reference tool for a person in the advertising industry. I highly recommend it.
Rating: 5 / 5
‘Advertising media planning’ is a must read for any individual intersted in entering the advertising world or even for those seasoned veterans who would like to brush up on the finer aspects of media planning. While the book is somewhat dry at times, the basics are black and white. I liked that this book can also be used as a reference guide for media terms and definitions and highly recommend it.
Rating: 5 / 5