Compare Books

This advertising media planning book was written, in part, because existing books are out of date, not marketing or communications focused, barely mention the buying function (50% of the importance), and students find them uninteresting, even boring.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