Summary

Unlike existing media texts, Media Planning and Buying in the 21st Century places emphasis on media planning and buying in the context of the major marketing and communications trends, from integrated marketing communications, the integration of traditional, digital and social media, the recognition that media buying and selling as equal partners with planning, and much more .We are in the early stages of a marketing and media revolution, but existing media books are still stuck in the 20th century. IMC continues to be ignored by many agencies. Accountability and ROIstill an alien concept. Social media are barely mentioned. There is little recognition of media convergence. And so on.Yet, consumers are gaining more and more control over their access to product information and media consumption-- getting the information they want when it is relevant. Interactive opportunities with consumers are growing exponentially. The emergence of new digital media including search, mobile, and internet video, is both empowering for consumers and is creating new communications opportunities for brands. Organizationally, the textbook introduces important subjects in a logical, sequential manner, beginning with an introduction and positioning of media, followed by the basics of media math, and the concepts of audience, costs, and impact. Next is a discussion of the issues affecting media planning-- from marketing and communications roles to defining target markets and more. At this point, students have sufficient background to develop a strategic media plan (workbook provides cases). After the plan is done and approved, it must be executed, so media buying and negotiation is discussed. Finally, what is the future...?Part I: INTRODUCTION1. Welcome to the Future2. The Business of Media3. The RevolutionPart II: THE BASICS4. Media Math Refresher5. Understanding Media Audience Concepts6 Understanding Media Costs7. Understanding Media ImpactPART III: MEDIA PLANNING CONSIDERATIONS8. Media in Marketing9. Media Communication Models10. Defining the Target Audience11. Geographic Issues12. Timing & Scheduling Issues13. Developing a Budget to Grow By14. Integrated Marketing Communications15. Traditional Media16. New & Digital Media17. Social Media18. How to Develop a Strategic Media PlanPART IV: MEDIA BUYING19. Introduction to Media Buying & Negotiations20. Buying Broadcast Media21. Buying Print Media22. Buying Internet Advertising23. Non Traditional Buying ChannelsPART V: THE FUTURE24. Media in the Future