TY  - GEN
AU  - Menon, Arpita
TI  - Media planning and buying: principles and practice in the Indian context
SN  - 9780070147607
U1  - 659 
PY  - 2010///
CY  - New Delhi
PB  - Tata McGraw Hill Education Private Limited
KW  - Marketing management
N2  - With the increased media choices, fragmented audiences, technological advancements, rising costs and growing demands of accountability from clients, media business has grown in both complexity and importance. In this rapidly changing media landscape of a culturally diverse country like India, busy marketers and media practitioners need to understand the science and theory behind media planning and buying as well as the art of media--creativity, big ideas and 360 degree or total communication.
Addressing this need, Media Planning and Buying: The Indian Experience lays down sound theoretical foundations of the principles of media planning and buying in the Indian context. Enriched by illustrative case studies, practical 'how-to-do' tips and snippets from the history of media, the book serves as a useful guide for media practitioners, students and academics alike. (http://www.mheducation.co.in/9780070147607-india-media-planning-and-buying)
ER  -