Planning Media: Strategy and Imagination

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9780135678350: Planning Media: Strategy and Imagination
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A textbook and reference for media planning executives and students providing a comprehensive description of the media planning process, the requisite information for building an effective media plan, and the considerations that affect the eventual implementation of the plan. Annotation c. by Book News, Inc., Portland, Or.

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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.

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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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Book Description Pearson Education (US), United States, 1996. Paperback. Condition: New. Facsimile. Language: English . Brand New Book ***** Print on Demand *****. This text illustrates tools of the trade in the media and explains the why and how while demonstrating the creative mind at work. It offers a user- friendly approach that presents complex concepts in a simple style. It discusses the conceptual foundation of media planning, and features a step-by-step explanation of how a media plan is constructed. Seller Inventory # AAV9780135678350

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