Why You'll Love Media Planning Essentials
Take your students behind the scenes and help them learn the “how” and “why” of messaging placement in order to create the most effective, engaging communications campaigns across a variety of media platforms. Students will apply media theory, create strategies, and identify appropriate media measurement tools to enhance the success of their media plans.
Teaching Tools Included
You get courseware packed with customizable, up-to-date resources, including weekly lesson plans, real-world case studies and projects, chapter quizzes, Expert Session video lectures, a syllabus, and class schedule.
Table of Contents
Chapter 1 – The Art and Science of Media Planning
Chapter 2 – The Evolution of Communications Planning
Chapter 3 – Finding the Right People
Chapter 4 – Finding the Right Place
Chapter 5 – Discovering the Right Time
Chapter 6 – Media’s Role in the Marketing Mix
Chapter 7 – Measuring What Works
Chapter 8 – Data-Driven Strategies in a Digital Era
Chapter 9 – Social Media and the Walled Garden
Chapter 10 – Video and Streaming Media
Chapter 11 – Search and Display
Chapter 12 – Audio and Podcasting
Chapter 13 – The Role of Mobile
Chapter 14 – Crafting an Integrated Communications Plan
Chapter 15 – Data Privacy, Ethics, and Regulation
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