Media planning was a cost; a base-camp support group for those highly paid troops on the front line. That has changed. Agency Media has come a long way from the mail-room assignment of simply delivering the message. Today, media planners are responsible for understanding the process of communication and the way advertising works. The book covers the different aspects of advertising communication process so essential for todays media planners.
ABOUT THE AUTHOR Erwin Ephron
Erwin Ephron is an influential consultant to some of America's leading marketers. He is widely acknowledged in media circles as the father of modern media planning - the radical shift toward "recency", a planning approach that abandoned old-school notions of advertising reach and frequency in favor of advertising schedules that seek broad and continuous reach. He is also different from many of the other smart people in the business. He writes things down. Over 100 of his published papers have been archived by the Procter & Gamble Media Resource Center library for easy access by their marketing groups. Ephron served as the top media executive at several ad agencies, including one of his own, before becoming a partner in media consultancy Ephron, Papazian & Ephron in New York City. He has been honored as One of Five Most Influential Media People of the Last 25-years by American Demographics Magazine. He is the winner (with Stu Gray) of the Advertising Research Foundation's Lysaker Award. He is the winner (with Melissa Heath) of the WPP "Atticus Award" for best published paper on media. He has been elected to the Market Research Council’s "Hall of Fame". Erwin has an MBA in Economics from New York University and a BA with honors from Swarthmore College.
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