New Journal Article Release in the Journal of Advertising Education

We’re excited to announce the release of a unique publication in The Journal of Advertising Education, co-authored by Dr. Linwan Wu from the University of South Carolina School of Journalism and Mass Communications and Allyssa Andrews, a distinguished media buying professional, former student of Dr. Wu, and the 2018 WMSF Media Case Competition winner.

In the article, they introduce an innovative approach to teaching programmatic buying within a media planning course, accompanied by a custom digital media planning tool. This resource is designed to help educators, especially junior faculty and first-time instructors, teach digital media planning with ease.

Allyssa Andrews reflects, “Working alongside my mentor to integrate programmatic media into an undergraduate media planning capstone has been both an honor and a privilege. Designing a tool that captures the complexities of programmatic media in an accessible way was a rewarding challenge, and we hope it will be a valuable asset in advertising education for years to come.”

Read the full article  HERE.