Optional, Coordinated Workbook:
Use the coordinated complementary workbook to reinforce the lessons found in the textbook.
Choose questions and exercises which meet your course objectives, with emphasis on an overview, process, marketing or communications.
The workbook includes extensive media math exercises, and allows you the flexibility to focus on media planning, buying or sales. You decide!
Use the coordinated complementary workbook to reinforce the lessons found in the textbook.
Choose questions and exercises which meet your course objectives, with emphasis on an overview, process, marketing or communications.
The workbook includes extensive media math exercises, and allows you the flexibility to focus on media planning, buying or sales. You decide!
The Workbook is a supplement to the text, Media Planning and Buying in the 21st Century by Ronald D. Geskey, former professor and media director at Leo Burnett, D’Arcy, and Campbell Ewald.
The Workbook includes discussion questions, problems and exercises and a proprietary online media mix model called MEDAIM (copyright 2020:Marketing Communications LLC).
MEDAIM is an online media mix software program which projects reach and frequency for six target groups and media mixes provided by students who are interested in analyzing alternative media mixes.
The roles of the textbook, workbook, and Thumbnail Media Planner are different. The textbook provides information, knowledge, and opinion, and challenges students with questions. Under the philosophy that people learn best by doing, the Workbook provides discussion questions (written assignments)which instructors may wish to use for class discussion. The Workbook also presents problems and exercises which require students to apply their learning. The role of the Thumbnail Media Planner is to provide a simple marketing and media reference which includes media research and current media costs.
The chapters in the workbook are coordinated to the chapters in the text. It is important that workbook users read the text chapter prior to answering discussion questions or doing workbook exercises. The exercises are presented under that assumption.
Discussion questions require students to have a broad or conceptual understanding of chapter content. Answers to most of the questions cannot be copied out of the textbook; students are expected to think about their answers. In this business, there is seldom one right or wrong answer.
The problems and exercises provide hands on problem solving requiring students to use the skills they should have acquired in media math and the subject matter.
MedAim (c) software (online) will allow students to evaluate the reach and frequency of alternative media mixes vs. a variety of target audiences.
In other words, students should learn how to think like a professional.
* Textbook may be purchased separately or packaged with the
Thumbnail Media Planner and Workbook
The Workbook includes discussion questions, problems and exercises and a proprietary online media mix model called MEDAIM (copyright 2020:Marketing Communications LLC).
MEDAIM is an online media mix software program which projects reach and frequency for six target groups and media mixes provided by students who are interested in analyzing alternative media mixes.
The roles of the textbook, workbook, and Thumbnail Media Planner are different. The textbook provides information, knowledge, and opinion, and challenges students with questions. Under the philosophy that people learn best by doing, the Workbook provides discussion questions (written assignments)which instructors may wish to use for class discussion. The Workbook also presents problems and exercises which require students to apply their learning. The role of the Thumbnail Media Planner is to provide a simple marketing and media reference which includes media research and current media costs.
The chapters in the workbook are coordinated to the chapters in the text. It is important that workbook users read the text chapter prior to answering discussion questions or doing workbook exercises. The exercises are presented under that assumption.
Discussion questions require students to have a broad or conceptual understanding of chapter content. Answers to most of the questions cannot be copied out of the textbook; students are expected to think about their answers. In this business, there is seldom one right or wrong answer.
The problems and exercises provide hands on problem solving requiring students to use the skills they should have acquired in media math and the subject matter.
MedAim (c) software (online) will allow students to evaluate the reach and frequency of alternative media mixes vs. a variety of target audiences.
In other words, students should learn how to think like a professional.
* Textbook may be purchased separately or packaged with the
Thumbnail Media Planner and Workbook