If I spend this much amount on this particular medium what would be my Return on Investment? Media costs are rising day by day in the ever critical choc a bloc US market. The book delves in deep to answer hoards of basic topics like media planning, operations, elementary media buy and spend glossary.
For a newbie if it really looks like a big inland waterway and wants to cross it not only with flying colors but also with crystal clear understanding of the subject this is a good read.
Helen Katz is one of the most respected names from the field of media research. Helen Katz in this book truly set free all his theoretical as well as professional wisdom in a true lucid language.
Contents that has been covered in this book are
What is Media
Media in the marketing context
Developing optimal media objectives
Exploring the media
Terms, calculations and considerations
Creating the plan
Offering alternatives
Making the Media Buys
Evaluating the Media Plan
Available at Barnes and Noble
