Brief Summary of Media Planning by International 4A Advertising Agencies

Author: Arnold M. Barban
Publisher:
Publish Date: 2005-02-01
Features: "Essentials of Media Planning by International 4A Advertising Agencies" systematically elaborates on the relationship between media planning and marketing from a marketing perspective, providing a comprehensive discussion of each fundamental key step involved in media planning. The book distinctly proposes viewing media planning through the lens of market thinking. It emphasizes making media decisions within the framework of marketing, advocating for a return to fundamentals and a thorough review in media planning methodologies, focusing on key points. Additionally, it offers detailed interpretations of basic concepts in media planning. The book also features three complete media planning cases crafted by International 4A advertising agencies for world-renowned brands, making it both readable and practical. "Essentials of Media Planning by International 4A Advertising Agencies" is written by three seasoned advertising scholars from the United States: Arnold M. Barban, Steven M. Cristol, and Frank J. Opec. The book is translated by Mr. Zhu Haisheng, a nationally acclaimed best-selling author and renowned advertising professional (author of professional bestsellers such as "Basic Operational Procedures of International 4A Advertising Agencies" and "McKinsey's Method").