Media Planning Workbook

I have run media departments in large and small agencies and done a lot of training. This is the only book that gives a realistic idea of what a media planner's job entails. It challenges students to think about marketing problems (as opposed to memorizing answers)and attempt to address them using communications vehicles. This workbook hits all the major areas and I have found that when students are taught using it (by someone who has media planning experience), that they often want to go into media planning as they understand the complexities and challenges we face. It will always make them a better marketing professional.

Is an excellent book for marketing students,