Teaching Advertising Media Planning in a Changing Media Landscape

Yeuseung Kim · Sheetal Patel

10 citations0/0 files storedJournal of Advertising Education

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Management and Marketing Education Marketing and Advertising Strategies Higher Education and Employability

Abstract

In-depth interviews and a national survey of media planning educators were conducted to examine how the advertising media planning course is taught in today's dynamic media landscape. While the majority of respondents felt that media planning was exciting to teach, almost half were frustrated with keeping up with the changes in the industry. Educators indicated that teaching new and traditional media should be better integrated and that strategic thinking continues to be a key learning outcome that is challenging to teach. A model is proposed to address these goals by integrating the discussion on advertising media under the framework of connection planning and engagement theory.

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References

2013Qualitative inquiry & research design : choosing among five approaches 1988The Long Interview 1998Engagement Theory: A Framework for Technology-Based Teaching and Learning.2009Advertising and integrated brand promotion 1997The proceedings of the 1997 conference of the American Academy of Advertising 2000The Advertising Marketplace and the Media Planning Course

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2016Looking Backward, Looking Forward: A Systematic Review of 20 Years of Research and Commentary Published by J ournal of A dvertising E ducation

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