Essentials of Media Planning

In six concise, highly readable chapters, Essentials of Media Planning

explains the key elements behind every successful media program. With an

emphasis on the role of media planning in marketing decision making, this

practical, hands-on guide is the first step towards structuring a complete

and workable media plan for any product or service. New to this edition:

actual media plans by leading agencies for top new consumer and

business-to-business products - Levi Dockers, Sun Microsystems, and

Samsonite Luggage; an illustrated analysis of the media decision-making

process; the enhanced role of database marketing in media planning to reach

individual consumers with targeted messages; expanded coverage of market

segmentation devices, including new VALS 2 and SMRB data; up-to-date media

sources and statistics; and critical evaluation of newly developed online

media selection services, including SMRB's CHOICES and Telmar's

MicroNetwork N3P. Authoritative and easy-to-use, Essentials of Media

Planning is a "real-world", back-to-basics guide for every media

specialist, ad.