Media Planning & Buying in the 21st Century Workbook: Second Edition

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This companion workbook features 176 pages filled with questions, problems, exercises, and student cases, each aligned with chapters from the corresponding textbook. It serves as a practical tool for learning media planning concepts through active engagement. The workbook includes REVIEW QUESTIONS that require a solid understanding of the material, encouraging students to refer back to the text for deeper learning. Additionally, it offers EXERCISES that challenge students to apply their knowledge to solve problems, such as calculating audience data, costs, and impact levels to identify optimal media options. Students are prompted to explain their reasoning behind their answers. Furthermore, the workbook presents real-world MEDIA EVALUATIONS & PLANS, simulating tasks that clients typically send to agencies. A case study is included for students to develop a comprehensive media plan. Lastly, the workbook grants access to an online model for media mix analysis, allowing students to input a budget and explore the resulting reach, frequency, and effective frequency for various media combinations. This hands-on approach aims to enhance understanding and application of media planning principles.