Advertising Media Planning, Seventh Edition 7th Edition

so good!

Correct book for my class

Roger's new book is a terrific update of his previous textbooks. I'm pleased to see that the book now covers important new initiatives like the Nielsen Council For Research Excellence Consumer Mapping Study, commercial audiences, PPM, channel planning, set top boxes, cross-platform analyses, and issues associated with innovative, creative media strategies and executions. Personally, I'd like to see a bit more on the role of market mix modeling in determining budgets and media selection as well as a sense of the difficulty most media have performing in the models. Perhaps next time -- or maybe that's a different book. In any case, this is a nice book and it provides a good overview of the complex world of media planning and buying.

Well written and easy to understand.

It's a good book, but it't not easy to read and lacks a good line that will keep you interested. Its resourceful though. 3.5 if I could.

As expected.

Nice and clean

I got this book in order to refresh myself on the media planning process and it was very helpful. The different topics were clearly outlined and reflected a logical thought process.It even goes into non-traditional media which I have not seen in any other books.My only disappointment related to the way it addressed planning in markets which do NOT have exhaustive media information. I'm sure that was not the intent of the book anyway, so that's my problem.A good, informative read...must see for new media buyers/planners.