Here's 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. Interspersed are related topics with which students should be familiar in order to plan effective advertising efforts.
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.
Thoroughly discusses the major media forms including Interactive and Out-of-Home.
Covers the basic components of a media plan: objectives, research, creative and promotion strategy, sales data, and competitive activity.
I was given this book as a new hire in the media department of an ad agency. Gee, thanks. Way to thoroughly confuse a newbie! The book is very redundant and does not really explain how to relate the principals to real life practice.
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.
Ouch!:
Jim Surmanek may know a great deal about media planning. However, most of the people who attempt to read this book will never discover that. Why? Jim does not know how to communicate effectively. I have not made it too far into this book, and every inch has been a struggle. What I have learned thus far could have been expressed in one, maybe two, paragraphs.
Jim's opening sentence (in his Introduction to the book) reads, "Advertising media are dynamic and ever changing." Traditionally the opening sentence... more info
Not Worth It:
Contrary to what the previous reviewers have to say about this book, I was extremely unsatisfied. The author makes what is so simple into something that is confusing and frustrating. Earlier chapters talk about topics that aren't even explained until later in the book. It takes a paragraph of confusing examples to explain what could be easily said in a sentence. Equations are given without proper explanation of how things were achieved. This book shows the 5th step with the assumption that the reader... more info
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