Teach Media Planning, Media Sales, IMC?
New! Introducing the FOURTH Edition!
Adopt for Spring/Fall 2018
Updated Media
Planning Thinkbook
Teaching Students to Think Like
21st Century Media Professionals
Media Professors told us they wanted a text with the "latest and greatest," for their students, so here is the 4th edition!
The Wild, Wild West!
The purpose of this book is to teach students how to develop a strategic media plan from start to finish. However there are a few new bumps in the road. The media world is changing so rapidly that a third edition was believed to be necessary just to keep professors, students and professionals up to date.
Jesse James Rides Again!
A few years ago, internet ad expenditures totaled $11 billion. Now there is an estimated $11+ Billion in online advertising fraud. How will this rate of theft from advertisers affect the future of internet advertising? Why does the industry literally do nothing to stop fraud? How will rampant ad fraud affect the industry's ability to hire top talent? What impact might fraud have on future media mix strategies and media budgets?
In other words, how will online ad fraud affect credibility, future decisions on media mix, budget allocations, and integrated marketing communications?
Content is king! In addition to online ad fraud trends, the third edition also covers hot new trends like shifts in spending, jobs, integration, programmatic media buying, addressability, big data, and much more. See Table of Contents.
Fourth Edition Updates
New Introductory chapter
Updated media trends & data
Programmatic media buying (new chapter)
Internet Ad Fraud (new chapter)
Internet viewability
Written in Plain English
Minimal media-ese found here
Rea life examples
What Good are Facts Without Understanding?
A lot of media books teach facts without fostering much understanding. Our philosophy is to foster understanding, to help teach students and others how to strategically think through problems like a media professional might. What other media book even brings up the uncomfortable subject of internet ad fraud?
.
Kudos...
Says Lou Schultz, former CEO of Interpublic's media company: "Ron's book is a remarkable effort to support the way academia must evolve if it is to keep pace with industry practices. It is difficult to write an introductory book on any subject let alone media...I think Ron has succeeded. He has changed the framework of the discussion from what I would call pigeonhole thinking tan ecumenical discussion of how the future will change the perception of advertising and media in the 21st century."
The Learning Package
We offer a comprehensive, flexible learning package that lets you use what you want how you want, including:
Textbook - 650 easy to read pages
Workbook - optional
Assignments & Term Media Plan Project (In workbook)
Thumbnail Media Planner (data/costs) - optional
Instructors Package - 400+ PPT, Answers,Test Bank
Free Support
Request Information
The Wild, Wild West!
The purpose of this book is to teach students how to develop a strategic media plan from start to finish. However there are a few new bumps in the road. The media world is changing so rapidly that a third edition was believed to be necessary just to keep professors, students and professionals up to date.
Jesse James Rides Again!
A few years ago, internet ad expenditures totaled $11 billion. Now there is an estimated $11+ Billion in online advertising fraud. How will this rate of theft from advertisers affect the future of internet advertising? Why does the industry literally do nothing to stop fraud? How will rampant ad fraud affect the industry's ability to hire top talent? What impact might fraud have on future media mix strategies and media budgets?
In other words, how will online ad fraud affect credibility, future decisions on media mix, budget allocations, and integrated marketing communications?
Content is king! In addition to online ad fraud trends, the third edition also covers hot new trends like shifts in spending, jobs, integration, programmatic media buying, addressability, big data, and much more. See Table of Contents.
Fourth Edition Updates
New Introductory chapter
Updated media trends & data
Programmatic media buying (new chapter)
Internet Ad Fraud (new chapter)
Internet viewability
Written in Plain English
Minimal media-ese found here
Rea life examples
What Good are Facts Without Understanding?
A lot of media books teach facts without fostering much understanding. Our philosophy is to foster understanding, to help teach students and others how to strategically think through problems like a media professional might. What other media book even brings up the uncomfortable subject of internet ad fraud?
.
Kudos...
Says Lou Schultz, former CEO of Interpublic's media company: "Ron's book is a remarkable effort to support the way academia must evolve if it is to keep pace with industry practices. It is difficult to write an introductory book on any subject let alone media...I think Ron has succeeded. He has changed the framework of the discussion from what I would call pigeonhole thinking tan ecumenical discussion of how the future will change the perception of advertising and media in the 21st century."
The Learning Package
We offer a comprehensive, flexible learning package that lets you use what you want how you want, including:
Textbook - 650 easy to read pages
Workbook - optional
Assignments & Term Media Plan Project (In workbook)
Thumbnail Media Planner (data/costs) - optional
Instructors Package - 400+ PPT, Answers,Test Bank
Free Support
Request Information
