MEDIA STRATEGY+PLANNING WORKBOOK

The Third Edition of the Media Strategy & Planning Workbook is designed to help students understand the multifaceted business of paid media planning and master the complete execution of the paid media process. With its clear organization, comprehensiveness, examples, case studies, and hands-on exercises, the book prepares readers for an entry-level media position by exposing them to the information and tasks they will encounter—including what a comprehensive media plan should look like, how to get there, and what’s involved once the plan is approved. “Learn by doing” is the book’s fundamental philosophy. Each chapter concludes with numerous hands-on exercises that provide opportunities for readers to apply sophisticated decision tools and concepts.