Comparison of Media Books




This book was written, in part, because existing books are out of date, not marketing or communications focused, barely mention the buying function (50% of the importance), and students find them uninteresting, even boring.  Yet, media is exciting today because "media is the future" in the advertising business. Advertising students, regardless of what they think they want to do in the biz, must "get media."  Following is a comparison of this new book vs. the historical leader: