Teaching Advertising Media Planning in a Changing Media Landscape

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.