Arpita Menon, managing partner, Quantemplate, a media analytics company, unveiled her debut book, Media Buying and Planning - Principles & Practice in the Indian Context, on Friday at Crossword book store in Mumbai.
The book was released by Shashi Sinha, chief executive officer, Lodestar Universal Media.
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Talking to afaqs!, Menon says, "During my teaching assignments, I realised that there is a total lack of material in this space (media buying and planning). That inspired me to write the book.
"I was also inspired by authors such as MG Parameswaran and Vanita Kohli-Khandekar to put this book together," she adds.
Also interested in teaching, she has taught at Narsee Monjee Institute of Management Studies and currently teaches media planning and buying at Xavier Institute of Communications.
Menon claims that the book has applicability across the board - for media students, for practicing media planners and buyers (for a more sound theoretical grounding to their work), for media marketers (to understand how media planners and buyers function), media research professionals and for brand marketers (to ensure their agency is doing the best job and that their money is being well spent).
The author now plans a book on 'Solutions Approach' that is currently a chapter in the book and also another on 'Analytics to power up media sales and marketing', she tells afaqs!.