Media Planning: A Practical Guide

By Jim Surmanek

Book Overview

Addresses basic questions regarding audience geography, scheduling, copy, coupons, reach, and frequency.

• Format: Paperback
• Language: English
• ISBN: 0844230464
• ISBN13: 9780844230467
• Release Date: December 1994
• Publisher: Crain Books
• Length: 165 Pages
• Weight: 0.70 lbs.
• Dimensions: 0.5" x 5.9" 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!