Average Customer Review: ( 14 customer reviews )
Write an online review and share your thoughts with other customers.
Most Helpful Customer Reviews
11 of 11 found the following review helpful:
 A great primer and information resource! Jul 28, 2003
By Sonya L. Svaty
"Sonya"
I've worked in the media departments of two major advertisers and a major advertising agency--and I use this book all the time when I need help on any training sessions I am conducting. It is very thorough with all information you need, but also concise enough not to get bogged down.For my own use, I find the section on Media Planning Resources on the Internet and invaluable tool to find more information. A must for any media planner's or buyer's bookshelf!
8 of 8 found the following review helpful:
Sound Media Basics Feb 13, 2003
By Roderick White, Editor, ADMAP, Feb, 2003
One of the mysteries of the UK ad scene is that there is no good, up-to-date, practitioner-written textbook on media planning, so the arrival of an updated version of an established US text is doubly welcome. Jack Sissors and (mostly, as a result of Mr Sissor's ill-health) Roger Baron have done a very thorough and comprehensive job of explaining and illustrating the basics, from how to get information about any given medium to how to put together a strategy and a detailed plan. Unsurprisingly, the material is purely US-based, and therefore includes, for example, considerable discussion of the problems of reconciling different area definitions; but analyses such as how to weight a plan by region or medium can apply, suitably modified, anywhere. There is a wide range of suggestions for (mostly) websites from which to seek detailed information, some of which may be both unfamiliar and useful to non-US readers - the MPA's analysis of the effects of position and ad size in magazines is a good example.... Many of the references may seem old, but, as the authors make clear, they have gone back to the classic originals of basic thinking - and much of this still holds good today. The new edition is up-to-date, with quite extensive discussion of the internet as a medium, and slightly more limited coverage of cross-media and multi-media planning. Conversely, data fusion barely gets a mention - and is not in the index. Nor are optimisers, which are not discussed in any detail - merely treated as a tool of the trade - or modelling, which gets a brief half page on p374. If the book has a weakness, it is in the area of evaluation, which gets several mentions, but little detailed discussion. In an era where effectiveness has marched up advertisers' list of priorities, this may need addressing next time. Nonetheless, any would-be media person should read it, and learn.
11 of 12 found the following review helpful:
 Great for beginners... but for directors and managers... not Jul 26, 2002
Unless you want to refresh your memory on what GRPs, impressions, and reach and frequency are, or unless you want to know the definitions of these terms, this book isn't for you. An earlier edition of this book was one of my first books when I have just entered the ad media planning field and I found it really interesting. However, now that I have more than 8 years of working in the field, it seems to be a bit superficial. There's limited information on the debates between effective frequency, recency, and the proposed 'mid-point' of effective recency. There's also limited discussions on the role of ad media research as the media world explodes (e.g., R&F for the Net?), or the role of different channels/media beyond TV, radio, press, direct mails, and magazines.
5 of 5 found the following review helpful:
Advertising Students Must Not Be Without This Jul 06, 2002
By Melyssa
As a student, and soon to be graduate of Boston University's College of Communication under advertising, I found that this book (along with the study guide) were essential in learning the life of media planning for the first time. WHile others complain of its being out of date, it still provides important inside strategies and roller-coaster feeling involved with advertising and media. It's information, key terms, and vehicle breakdowns clarify questions. This is the best intro/how to book concerning media planning because of its in-depth analysis and numerous case studies-what if scenerios. It is a great starting point!
5 of 6 found the following review helpful:
A Must Read for Anyone Getting Started in Media Planning Feb 09, 2003
Roger Baron's book goes to great lengths to cover all the basics having to do with the media planning discipline. This book should be required reading for all entry level media professionalls as well as those considering a career in media planning. Well written, good flow. Highly recommended.
See all 14 customer reviews on Amazon.com
|
based on 14 reviews
