Media Planning: A Practical Guide

Media Planning: A Practical Guide

• Used Book in Good Condition

<p><b>The perfect media-planning primer for your classroom or reference library. This comprehensive resource provides students with a solid foundation in media.</b></p> <p>This book presents media dynamics--definitions of various popular media terms and how these terms fit into media planning analysis. The latter part of the book deals with media plan development--how a media plan is constructed and what students should consider in that construction. Interspersed are related topics with which students should be familiar in order to plan effective advertising efforts.</p> <p>The Glossary/Index is a handy reference defining the most common terms used in media planning, as well as referring the student to the specific page where that term is discussed.</p> <ul> <li>Thoroughly discusses the major media forms including Interactive and Out-of-Home. <li>Covers the basic components of a media plan: objectives, research, creative and promotion strategy, sales data, and competitive activity. <li>Addresses basic questions regarding audience geography, scheduling, copy, coupons, reach, and frequency.</ul>