For many participants the media plan case competition presents the first opportunity to create an in-depth media plan for a campaign. This isnt just a competition, its full-fledged work experience of resume quality.
A number of undergraduates have explored shaping an independent study incorporating the competition. Since no independent study is without a reading list, and to provide background an insight on the process for every participant, we are sharing our suggested reading.
Media planning strategy:
Advertising Media Planning, Seventh Edition
By Jack Z. Sissors and Roger B. Baron
The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying (Communication Series)
By Helen Katz
Campaigns and Elections American Style: Transforming American Politics
By James A. Thurber and Candice J. Nelson
Digital media strategy:
Campaign ’08: A Turning Point For Digital Media
By Kate Kaye
Brand Media Strategy: Integrated Communications Planning in the Digital Era
By Antony Young