Media Palnning

by Erwin Ephron

Media planning was a cost; a base-camp support group for those highly paid troops on the front line. That has changed. Agency Media has come a long way from the mail-room assignment of simply delivering the message. Today, media planners are responsible for understanding the process of communication and the way advertising works. The book covers the different aspects of advertising communication process so essential for todays media planners .

Genres: Nonfiction

137 pages, Hardcover

Published June 3, 2006

Reviews

[Spencer Lambert · Rating 3 out of 5]

You should only ever read if you're in this space and if you are there are some nuggets of value here. Ephron is a name worth knowing, and the positioning of recency against frequency is an interesting concept (though I'd love to see some data proving this rather than just the author asserting the case).

For those in the industry, it's an easy enough series of essays to burn through and get some value out of.

[Rebecca · Rating 3 out of 5]

Read this book for work, and I'm going to assume no one would bother unless they're actually in a business that involves media planning. This is boring and completely inaccessible if you're not already dealing with media planning on a regular basis.

If you are--Ephron is semi-legendary in the space for a reason. He's had a lot of interesting things to say over the years, although I think some of the essays in this book are somewhat less true these days. I do find his overall theory on recency vs. frequency to be a compelling one (although I've seen research that implies to me that his position is a little on the extreme side).

Don't be put off by the extremely bad clip-art.

[Sonam Puri · Rating 4 out of 5]

Remarkable book for media planning techniques.