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 Advertising Media Planning Books | Media Planning and Buying in the 21st Century

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This advertising media planning book was written, in part, because existing books are out of date, not marketing or communications focused, barely mention the buying function (50% of the importance), and students find them uninteresting, even boring.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 Media Planning and Buying in the 21st Century vs. the historical leader.
Content Media/21st Century Current Leading Text
Orientation 21st Century 20th Century
Media Megatrends Throughout book Barely Mentioned
Media Math Refresher Full Chapter None
Communication Models Full Chapter Mentions Only
Integrated Marketing Full Chapter Nominal
Digital Media 3+ Chapters Mentions
Social Media Full Chapter Mentioned
Media Buying Full Chapter Partial Chapter
The Future Full Chapter None
Options Available Cost Guide/Workbook None
Writing Style Informal Formal
Practice & Examples Yes No
Media Planning & Buying in the 21st Century
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