Planning Media

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.Donnelly, William J. is the author of 'Planning Media', published 1996 under ISBN 9780135678763 and ISBN 0135678765.