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Media Planning: A Practical Guide, by Jim Surmanek
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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.
- Addresses basic questions regarding audience geography, scheduling, copy, coupons, reach, and frequency.
- Sales Rank: #1004475 in Books
- Brand: Brand: McGraw-Hill
- Published on: 1996-02-01
- Released on: 1996-01-11
- Original language: English
- Number of items: 1
- Dimensions: 9.00" h x .55" w x 6.00" l, .81 pounds
- Binding: Paperback
- 224 pages
- Used Book in Good Condition
Review
Media Planning: A Practical Guide is written and presented in an easy-to-use and easy-to-understand style. Media Planning provides a working knowledge of the contemporary media tools and the quantitative and qualitative analyses for which they are used. Featured topics include audiences, broadcast dayparts, reach and frequency, target rating points, media mix, demographics, and the Nielsen ratings, among many others. Concise explanations of complex concepts and terms help readers understand every aspect of media planning. In addition to featuring traditional techniques, Media Planning highlights up-to-date information about all the terminology of the new media and the "information superhighway", explaining how these technologies will affect today's media planner. -- Midwest Book Review
From the Back Cover
'Surmanek's book is an excellent media planning primer. It is both a good teaching tool and a good reference guide. It belongs on all advertising professionals' bookshelves.' -Martin Block, Ph.D.
About the Author
McGraw-Hill authors represent the leading experts in their fields and are dedicated to improving the lives, careers, and interests of readers worldwide
Most helpful customer reviews
1 of 1 people found the following review helpful.
Solid Introductory Resource
By frumiousb
Book that provides a basic background to all aspects of media planning with chapters ranging from 'HUT, PUT, and PUR' to 'Psychographics/Clustering', to 'Negotiating a Media Buy'. Definitions and basic terms are well set apart from the rest of the text and explained clearly and one chapter builds upon the ones before in a way that makes it easy to read without feeling overwhelmed. Written in 1995, the book is hampered a bit by being entirely lacking in any reference to Internet advertising.
11 of 12 people found the following review helpful.
Ouch!
By Kerry Randall
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 in any book is very important: The first sentence is the sentence that is to hook the reader, engage us, entice us, make a proposal that the writer will later explain and document. The first sentence must be superbly well constructed. It must do something meaningful. Jim took this valuable space and chose to say one thing twice, and repeat himself while being redundant. Good heavens, wasn't that fun? An opening sentence that says "media does not stay the same" is not very engaging or informative. Perhaps Jim assumes that most of his readers don't know that. Perhaps Jim thinks most of readers are watching a black and white nine-inch screen, have never heard of cable, and have to wait for the tubes in their radios to warm up before they can listen to the weekly episode of Mystery Theatre.
His next sentence reads, "The entire spectrum of media outlets changes almost daily." (Jim explains "change": new radio or television stations, changed formats, new magazines, etc.) Now, how can that be true? That the entire spectrum would change almost daily. That the spectrum changes daily, yes. But the entire spectrum of media outlets changes almost daily? Does he really mean to tell his readers that nearly every radio and television station, nearly every magazine and newspaper, and nearly every billboard changes owners or formats nearly every day? No, but that is what he says.
I skipped the first two chapters to take a look at Chapter 3, "HUT, PUT, and PUR." Appropriately enough, Jim explains what HUT, PUT, and PUR are. Several times. That is, several times before he repeats himself. He also shares some fascinating data with us: "People Using Radio (PUR) levels also vary." (That is important for the readers to know because most of the readers have no idea that people turn their radios on and off.)
Jim continues, "Adult listening peaks in the 6-10 P.M. period..." Now that didn't make sense to me. I thought adults listened to their radios more during "drive time" and while at work than when they got home in the evenings. So I looked at the table attached to this text (3.3) only to discover that of the five time periods Arbitron reports (and Jim uses in the table), the two busiest adult time periods are the 6 AM to 10 AM and the 10 AM to 3 PM periods. In fact, the time period Jim claims as the "adult peak," has less than half as many listeners as these morning/daytime periods. The only time with a smaller audience than Jim's "adult peak" is the Midnight to 6 AM time period!
As I continue along, still in Chapter 3, I see a Table (3.4) with a whole bunch of numbers. Jim never references this table or explains what it reveals. The numbers don't seem to relate to anything else in the chapter. I also notice that Table 3.4 is followed by a second Table 3.2 that does not give the same data as the first Table 3.2.
If you want to be thoroughly confused, love misinformation, enjoy reading the same "fact" presented three or four times, and want to be talked to like a child, buy this book. Savor it; it is a gem.
If I could return this book I would. I can't. Fortunately I live in a cold climate. I have a fireplace. I will put this book to good use.
9 of 11 people found the following review helpful.
Very Comprehensive, Easy to Read
By Edward F. Lamoureaux
Media Planning: A Practical Guide is a good place to start for those interested in a career in advertising or for those who work in related industries. It gives the reader a thorough understanding of traditional and new media terms and tools without requiring in-depth knowledge of the field. A great resource!
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