Advertising Media Workbook and Sourcebook
This combination of workbook and sourcebook presents both easy-to-understand explanations of advertising media sources and calculations along with real-world examples of source material from advertising and media companies. It is designed for both practitioners and students - anyone who wants to master the process of advertising media planning.
Each of the book's 45 concise units opens with a brief text segment, presents sample source materials from actual advertising and media companies, and concludes with plenty of hands-on exercises. Units are compact and easy-to-understand, and they progress in a logical way, from communication planning to media strategies and tactics.
The book also includes several valuable appendices: a media math primer, standard media formulae, media planning checklists, and a glossary of media terms.
In response to popular demand, the authors have broadened the scope of the book and added more current topics. Changes include:
- Many new exercises with new media formats and digital media
- A new introduction of the concept of a purchase funnel as a media planning tool
- New units devoted to popular social media channels (Facebook, Twitter, YouTube)
- Tables and exercises updated with more recent data
Online instructor's materials, including workbook answers, are also available to adopters via the Routledge website.