Media Planning: A Practical Guide, Third Edition

by Jim Surmanek

Book Overview

The perfect media-planning primer for your classroom or reference library. This comprehensive resource provides students with a solid foundation in media.

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...

• Format: Paperback
• Language: English
• ISBN: 0844235121
• ISBN13: 9780844235127
• Release Date: February 1996
• Publisher: McGraw-Hill Companies
• Length: 224 Pages
• Weight: 0.95 lbs.
• Dimensions: 0.7" x 6.0" x 8.9"

Customer Reviews

Media Planning: A Pratical Guide

This book is filled with useful information about Media Planning. Every student of the Advertising Industry should have this book to use as a guide when starting out in the Advertising career path.

Solid Introductory Resource

Book that provides a basic background to all aspects of media planning with chapters ranging from 'HUT, PUT, and PUR' to 'Psychographics/Clustering', to 'Negotiating a Media Buy'. Definitions and basic terms are well set apart from the rest of the text and explained clearly and one chapter builds upon the ones before in a way that makes it easy to read without feeling overwhelmed. Written in 1995, the book is hampered a bit by being entirely lacking in any reference to Internet advertising.

Very Comprehensive, Easy to Read

Media Planning: A Practical Guide is a good place to start for those interested in a career in advertising or for those who work in related industries. It gives the reader a thorough understanding of traditional and new media terms and tools without requiring in-depth knowledge of the field. A great resource!