Planning Media: Strategy and Imagination

by William J. Donnelly

This text illustrates tools of the trade in the media and explains the "why" and "how" while demonstrating the creative mind at work. It offers a user- friendly approach that presents complex concepts in a simple style. It discusses the conceptual foundation of media planning, and features a step-by-step explanation of how a media plan is constructed.

333 pages, Paperback

First published November 29, 1995

Reviews

[Nathan]

my teacher wrote this book. he's sharp as a tack, but a nut case. based on what i know him, i'm sure this book is full of valuable insights, but from an unusually narrow perspective.