Media Planning Essentials

Higher Ed Media Planning Textbook

With Access to an Industry Leading Tool: Pointlogic Commspoint

Why You'll Love Media Planning Essentials

Experience an Industry-Leading Tool 

When you bundle Media Planning Essentials with Commspoint, students learn to develop effective and integrated paid, owned, and earned communications plans that truly enable two-way dialogues between consumers and brands. Students will also get 12 months of access to a product that normally costs thousands.

Relevant Content

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 a textbook 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 – Introduction – How & Why this Textbook is a Unique Approach to Learning about Communications Planning

Chapter 2 – The Communications Planning Process

Chapter 3 – The Consumer Journey

Chapter 4 – Understanding Target Audiences

Chapter 5 – The Brief: Media’s Role in the Marketing Mix

Chapter 6 – Communications Plan Strategy: The Campaign Framework – Setting Campaign Objectives

Chapter 7 – Media Planning Basics: An Overview of the Underlying Media Theories and the Basic Terms and Calculations Necessary to Drive Efficient and Effective Connections Plans

Chapter 8 – The Types of Media – Online (or Traditional)

Chapter 9 – The Types of Media – Offline (or New/Emerging)

Chapter 10 – Communications Plan Strategy: Developing Communications Strategies

Chapter 11 – Communications Plan Strategy: Role of Communications

Chapter 12 – Communications Plan Strategy: Channel Selection

Chapter 13 – Creating an Integrated Connections Plan: Paid, Owned & Earned (Shared)

Chapter 14 – Touchpoint Impact by Task

Chapter 15 – Measurement & Metrics

Chapter 16 – Writing a Successful Connections Plan Recommendation

***Bonus*** – How to Stay Up-to-date on the Industry

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About The Author

Beth Egan

Beth Egan

Beth is an associate professor of advertising at Syracuse University’s S.I. Newhouse School of Public Communication. As a 25-year veteran of the advertising media industry, she has worked for leading media agencies such as MEC Global, MediaVest, and UM.

Beth led the strategic media planning for Coca-Cola, AT&T Mobility, Kraft/Nabisco, and L’Oreal Paris. She now leads the media planning curriculum for the advertising department at Syracuse University and teaches advertising strategy. Research interests include native advertising, cross-media synergy effects, and the economics of media buying in the world of big data.

Skilled at providing strategic communications solutions built off of sound business analytics, her solid understanding of the holistic business situation delivers creative, unique approaches to the marketplace. She chairs the scholarship committee of the Alliance for Women in Media, NYC and sits on the Alliance for Women in Media National Education Initiatives Committee. She holds a bachelor of science in advertising from Syracuse University and an MBA from Southern Methodist University.

Beth Egan

Beth Egan

Beth is an associate professor of advertising at Syracuse University’s S.I. Newhouse School of Public Communication. As a 25-year veteran of the advertising media industry, she has worked for leading media agencies such as MEC Global, MediaVest, and UM.

Beth led the strategic media planning for Coca-Cola, AT&T Mobility, Kraft/Nabisco, and L’Oreal Paris. She now leads the media planning curriculum for the advertising department at Syracuse University and teaches advertising strategy. Research interests include native advertising, cross-media synergy effects, and the economics of media buying in the world of big data.

Skilled at providing strategic communications solutions built off of sound business analytics, her solid understanding of the holistic business situation delivers creative, unique approaches to the marketplace. She chairs the scholarship committee of the Alliance for Women in Media, NYC and sits on the Alliance for Women in Media National Education Initiatives Committee. She holds a bachelor of science in advertising from Syracuse University and an MBA from Southern Methodist University.