This book in 7 words:
Effective Media is an always-on scientific process.
This book in one sentence:
Media will be more effective for growth when deployed in an ongoing scientific process of hypothesis, test, learn, document, repeat.
This book in one paragraph:
If you are in charge of a media budget or working on the agency side supplying media services to a client, this book provides practical guidance for increasing the ROI from that investment. The process in this book will require a mindset change from media as a campaign requirement, to media as a business process managed with a diligent scientific process. We call this the Effective Media Process (EMS) and will outline this process extensively in this book.