media planning essentials

Announcement: Media Planning Essentials Textbook

There is an undeniable truth in society that nothing lasts forever.

To quote the Greek philosopher Heraclitus:

“Everything changes and nothing stands still.”

In other words, the only constant in life is change itself. This can especially be applied to technology and media.

Along with change comes adaptation. Those who cannot adapt, fail. In an ever-growing world, innovation is key to success. With that being said, we are excited to announce the latest textbook to our digital courseware – Media Planning Essentials, Creating Effective Communications Plans.

With Media Planning Essentials, you will never be left behind. Like all other Stukent texts, it is updated multiple times per year, and students get lifetime access. You and your students will be a step ahead; the leaders of the pack.

The content is clear and concise without the “fluff” and outdated material found in other texts that try to cover the subject.


As the media landscape has evolved with the emergence of digital, social and mobile channels, the industry has scrambled to stay ahead of how to deal with these growing and ever-changing audiences.

Reality in the traditional model can’t simply be applied to new media. It requires leveraging the traditional way of identifying “right audience, right time, right place” to creating two-way conversations with our consumers across all channels simultaneously.

This is the first text written from a digital-first mindset. Leveraging the process applied by the world’s leading channel optimization tool, Nielsen’s Pointlogic, students will learn the skills required to succeed in today’s communications planning industry.

Issues addressed:

  1. How does communication between brand and consumer evolve the consumer decision journey?
  2. What is the most efficient way to mold traditional and contemporary marketing strategies in order to be lucrative?
  3. How does the media’s decision-making strategies affect how various touchpoints influence consumer decision making, resulting in communications plans?

Students will learn the basics of traditional media planning.



Implemented Media:

  1. Television
  2. Radio
  3. Newspaper
  4. Magazine
  5. Out-Of-Home
  6. Digital
  7. Search
  8. Social
  9. Mobile


After completing the Media Planning Essentials text, students will be equipped with a set of newly acquired marketing abilities.


New Skills:

  1. Make sense of the evolution of the new digital landscape and its impact on the new consumer purchase decision journey along with an understanding of how communications planning differs from the traditional view of media planning.
  2. Apply media theory to the quantification of audiences both through the analysis of traditional reach, frequency, and Gross Rating Points as well as understand how to create meaningful media planning textbookaudience definitions to inform programmatic buying tools (DSPs, SSPs and DMPs*).
  3. Identify the various media measurement tools and select the appropriate tool to target audience analysis including MRI, Simmons, Comscore and Nielsen Cross-Platform measurement.
  4. Explain how the various media touchpoints are bought and sold in both the traditional and digital media landscape.
  5. Create effective media strategies to efficiently reach the target audience. These strategies are developed by incorporating media theory basics, campaign strategy mandatories and applying assessment tools such as CPM, CPC, CPA and/or CPE**.
  6. Apply the above to the development of effective integrated paid, owned and earned communications plans that truly enable two-way dialogues between consumers and brands.

This is the first text that walks students through that process and equips them with the tools they will need to not only be successful in today’s media environment but to help shape the future as the inevitable changes continue.

Media Planning Essentials is an invaluable asset to any marketing course, whether it be rooted in the steady roots of tradition or developed to mimic the fast-paced environment of our everyday world.

About the Author

Beth Donnelly Egan

Beth Donnelly Egan is a 25-year veteran of the media industry, having served most recently as managing partner and account director with MEC. She is an Associate Professor at Syracuse University in the advertising department.

During the course of her career she has specialized in consumer packaged goods (Kraft, Coca-Cola, Campbell’s); travel (Starwood Hotels, Continental Airlines, America West Airlines and Budget Rent-a-Car); and beauty (L’Oreal Paris, Avon).

Her skill at providing strategic communications solutions built off of sound business analytics, a solid understanding of the holistic business situation and delivering creative, unique approaches to the marketplace has led her work to be recognized by MediaWeek and at Cannes and many internal global agency competitions.

* Demand Side Platform, Supply Side Platform and Data Management Platform

** Cost per Thousand, Cost per Click, Cost per Action, Cost per Engagement

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