New media planning simulation model accompanies professor’s textbook and courseware

“Media Planning Essentials,” a textbook written by associate professor of advertising Beth Egan, now has an accompanying media planning simulation model called Mimic Media Planning.

The textbook delves into the use of messaging placement in the creation of effective, engaging communications campaigns. Students are guided through media theory, strategy creation and media measurement tools for assessment. Accompanying courseware for instructors includes weekly lesson plans, real-world case studies and projects, chapter quizzes, expert session video lectures, a syllabus and class schedule.

Mimic Media Planning offers a simulation that pairs with the book and courseware. The simulation allows students to:

• Analyze demographic and psychographic consumer data
• Identify the characteristics of a target persona
• Select successful messaging drivers to elicit the desired audience response
• Select successful strategic drivers during a target audience’s consumer journey
• Assist a colleague in selecting their own messaging and strategic drivers
• Review sample allocation plans, then analyze their metrics and select an allocation plan that best aligns with the target audience, messaging and strategic drivers
• Spend an advertising budget on optimal advertising media and vehicles based on a targeted allocation plan
• Respond to questions from colleagues about media planning concepts

Egan is a 25-year veteran of the advertising media industry, and leads the media planning and data and analytics curricula for the advertising department. She is the co-director of the Weiss Center for Social Commerce at the Newhouse School.