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This advertising media planning book was written, in part, because existing books are out of date, not marketing or communications focused, barely mention the buying function (50% of the importance), and students find them uninteresting, even boring.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