Arpita Menon launches her book on media buying and planning

By afaqs! news bureau , afaqs!, Mumbai | In Media Planning & Buying | January 18, 2010
Menon, managing partner, Quantemplate, unveiled her debut book at Crossword book store in Mumbai. The book covers the basics of media planning and buying in an Indian context

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.

The book lays down the theoretical foundation of the principles of media planning and buying in the Indian context, illustrated by case studies.

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.

With 17 years of industry experience across areas such as strategy, planning, media buying, research and client management, Menon has worked with agencies such as Lodestar Universal, Starcom and JWT.

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!.

© 2010 afaqs!