MEDIA PLANNING ESSENTIALS
WITH ACCESS TO AN INDUSTRY LEADING TOOL: POINTLOGIC COMMSPOINT
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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
WHY YOU WILL LOVE MEDIA PLANNING ESSENTIALS
Experience an Industry Leading Tool
When you bundle with Commspoint influence, students will develop effective and integrated paid, owned, and earned communications plans that truly enable two-way dialogues between consumers and brands. Students will have access for 12 months to a product that costs thousands.
This courseware will take your students behind the scenes of how and why to place messages in various media in order to create the most effective, engaging communications campaigns. Students will apply media theory, create strategies, and identify appropriate media measurement tools to enhance the success of their media plans.
Teaching Tools Included
The customizable, up-to-date resources include weekly lesson plans, syllabus, class schedule, real-world case studies and projects, chapter quizzes, and expert session videos.
ABOUT THE AUTHOR
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.
Having led the strategic media planning for Coca-Cola, AT&T Mobility, Kraft/Nabisco and L’Oreal Paris, Beth leads the Media Planning curriculum and teaches Advertising Strategy for the advertising department. Research interests include Native Advertising, Cross Media Synergy Effects and the Economics of Media Buying in the World of Big Data.
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