Media professional Arpita Menon’s book, ‘Media Planning and Buying’, was released on Friday, January 15, 2010, in Mumbai by Shashi Sinha, CEO India, Lodestar Universal Media. The evening also saw the presence of industry honchos from the media fraternity – Apurva Purohit, CEO, Radio City; Suresh Balakrishnan, COO, Mail Today; LV Krishnan, CEO, TAM Media Research; Pradeep Hejmadi, Vice President, TAM Media Research; and Sandip Tarkas of Future Group, to name a few.
Speaking about the book, Sinha said, “This is a practical book, a great service to a great cause and this is one of the finest efforts I have seen in a long time. Menon has come a long way.”
Menon is said to have been influenced by authors and this propelled her to write the book. In conversation with exchange4media, Menon said, “Media is a complex science and art of understanding the complexities of media planning before practice. The aim, therefore, is to create a sound on theoretical basis of media planning and buying. This book is for media planners and buyers, the students of media planning and buying, media marketers and brand marketers, etc.”
One of her favourite chapters in her book is ‘Solutions Approach’, as she believes that this is where the entire industry is heading.
Arpita Menon is the Managing Partner at Quantemplate, a media analytics company focused on improving ROI for media owners. She is a seasoned media professional with 17 years of industry experience in diverse roles spanning strategy, planning, media buying, research and client management across agencies like Draft FCB’s media arm Lodestar Universal, Starcom and JWT. Prior to Quantemplate, Menon was VP, 9.9 Media, and before that she was VP at ABP and VP at Lodestar Universal, where she worked for six years (2000-06).