This book is more catered to readers who have no background on the media. It is more information than instructional. It’s great if you are looking into learning about how the media works per se but not if you are concerned about effectively positioning your products in the market. This handbook provides a comprehensive yet highly readable overview of the rapidly changing media planning and buying environment. Not only does the book explain it also places media in the emerging marketing planning context where media is viewed as a key tool in Integrated Marketing Communications. It is well laid out organizationally and easy to follow. It also spares the reader volumes of “media math†which can be overwhelming. The Media Handbook is a valuable references tool that should be kept by marketing and advertising generalists, media professionals and students as a guide to making intelligent decisions about the role of media in a marketing plan.
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