“What a terrific tool to have on hand.”

This combination workbook and sourcebook combines easy-to-understand explanations of advertising media sources and calculations with real-world examples of source material from advertising and media companies. It is designed for both students and practitioners—anyone who wants to master the process of advertising media planning—and can be used independently, or in conjunction with the authors' Advertising Media Planning, or any other media planning text.

For this edition the authors have greatly broadened the book's scope and coverage. New units include: Working with a Communications Planning Worksheet; Working with a Situation Analysis; Working with Broadcast Negotiations; Working with Search Engine Marketing, Working with Social Media, and more.

Each concise unit opens with a brief text segment, presents sample source materials from actual advertising and media companies, and concludes with numerous hands-on exercises. Units are compact and easy-to-understand, and they progress in a logical way, from communications planning to media strategies and tactics. The book also includes a media math primer, standard media formulae, media planning checklists, and a glossary of media terms.

Endorsements: “What a terrific tool to have on hand. I use the Workbook every semester and highly recommend its use both as a source and a s a practical method for applying key principles associated with media strategy development and planning.” — Carolyn T. Mitchell, University of Texas at El Paso