Media Planning - From Recency to Engagement

Media Planning - From Recency to Engagement

Media planning was a cost; a base-camp support group for those highly paid troops on the front line. That has changed. Agency Media has come a long way from the mail-room assignment of simply delivering the message. Today, media planners are responsible for understanding the process of communication and the way advertising works. The book covers the different aspects of advertising communication process so essential for todays media planners .