Program Dates

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Media Scholars Program

  • Registration OpensNov 14
  • Qualifying RoundNov 14 - Feb 11
  • Case CompetitionFeb 25 - Mar 27
  • Media Scholars WeekJun 7-12
  • Networking ReceptionJun 11

Media Fellows Program

  • Application DueNov 12, 2014

Reading List

For many participants the media plan case competition presents the first opportunity to create an in-depth media plan for a campaign. This isn’t just a competition, it’s 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
ISBN-10: 0071703128

The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying (Communication Series)
By
Helen Katz
ISBN
-10: 0415873541

Campaign strategy:

Campaigns and Elections American Style: Transforming American Politics
By James A. Thurber and Candice J. Nelson
ISBN-10: 0813344190

Digital media strategy:

Campaign ’08: A Turning Point For Digital Media
By Kate Kaye
ISBN-10: 1441488464

Brand Media Strategy: Integrated Communications Planning in the Digital Era
By Antony Young
ISBN-10: 0230104746