Table of Contents

Media Planning & Buying in the 21st Century (3rd ed.) is the only (known) advertising media planning book to include extensive advice on media buying, written  in the context of the 21st century. The book is more up to date, comprehensive,, and relevant than other books which haven't really changed much over the past decades.  Review Media Planning & Buying in the 21st Century, below:

Book Chapters
Introduction: page 3-74
Get your feet wet with this introduction to media planning past, present and future.
1. Welcome to the Future
2. The Business of Media
3. The Revolution

The Basics: page 77-140
Professional media planners are highly analytical individuals with a firm grasp of the numbers.
4. Media Math
5. Audience Concepts
6. Understanding Media Costs
7. Media Impact

Planning Considerations: page 143-358
Understand ALL of the pieces to the media plan puzzle.
8. Media in Marketing
9. How do Media Work?
10 Target Audience
11. Geographic Planning Issues
12. Timing Issues & Opportunities
13. Budget Development
14. The Tools of IMC
15. Traditional Media
16. Digital Media
17. Social Media

The Plan: page 359-401
Assembling a winning strategy takes know-how.
18. Developing a Strategic Media Plan

Media Buying: page 405-514
Effective Media Buying is an art in and of itself.
19. The Art of Negotiation
20. Buying Broadcast
21. Buying Print
22. Buying Internet
23. Guerrilla Media Buying

Future: page 517-526
The authors predictions of the media landscape to come.
24. The Future