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Media Planning - From Recency to Engagement
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About the Author
Erwin Ephron, Partner Ephron, Papazian & Ephron, Inc. 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 Over 100 of his published papers have been archived by the Procter & Gamble Media Resource Center library for easy access by their marketing groups.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. March 2006
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Product details
Paperback: 150 pages
Publisher: DGM Icfai Books (June 3, 2006)
Language: English
ISBN-10: 8131417360
ISBN-13: 978-8131417362
Product Dimensions:
6.3 x 0.3 x 9.1 inches
Shipping Weight: 10.4 ounces (View shipping rates and policies)
Average Customer Review:
5.0 out of 5 stars
4 customer reviews
Amazon Best Sellers Rank:
#364,755 in Books (See Top 100 in Books)
The dude was pretty smart. Why don't we listen?
Erwin Ephron was the best and I was lucky to take a Master Class from him years ago.
Erwin was an industry visionary. Not only does he deliver a clear and concise roadmap for the media industry, but he does it in a fun read. You can't work in this business and not read this book.Dave Morgan
An absolute must for any serious person in advertising working on media and research. While the original publish date may have its age, the material, insights, and general advice is still quite sound.
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