Argues that simplicity is the key to future marketing success, demonstrating the need by consumers for more streamlined and less intrusive approaches to advertising and marketing.

Product Description: In six concise, highly readable chapters, Essentials of Media Planning explains the key elements behind every successful media program. With an emphasis on the role of media planning in marketing decision making, this practical, hands-on guide is the first step towards structuring a complete and workable media plan for any product or service...read more (view table of contents, read Amazon.com's description)