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Title: Media Planning: From Recency to Engagement
Author: Erwin Ephron
Genre: Essays on media planning
Thingummies: 3
Synopsis: A series of essays (some rather dated) on media planning.
Thoughts: Read this book for work, and I'm going to assume no one would bother unless they're actually in a business that involves media planning. This is boring and completely inaccessible if you're not already dealing with media planning on a regular basis.
If you are--Ephron is semi-legendary in the space for a reason. He's had a lot of interesting things to say over the years, although I think some of the essays in this book are somewhat less true these days. I do find his overall theory on recency vs. frequency to be a compelling one (although I've seen research that implies to me that his position is a little on the extreme side).
Don't be put off by the extremely bad clip-art.
Author: Erwin Ephron
Genre: Essays on media planning
Thingummies: 3
Synopsis: A series of essays (some rather dated) on media planning.
Thoughts: Read this book for work, and I'm going to assume no one would bother unless they're actually in a business that involves media planning. This is boring and completely inaccessible if you're not already dealing with media planning on a regular basis.
If you are--Ephron is semi-legendary in the space for a reason. He's had a lot of interesting things to say over the years, although I think some of the essays in this book are somewhat less true these days. I do find his overall theory on recency vs. frequency to be a compelling one (although I've seen research that implies to me that his position is a little on the extreme side).
Don't be put off by the extremely bad clip-art.
