Advertising Media Plan Resource Guide

Do you need to create an advertising media plan? This tutorial is divided into sections to support each major stage of this development process. The entries you'll find in this tutorial both describe and provide links to recommended major print and Internet resources.

Many advertising print resources are located in the Social Sciences Library, 2nd Floor Paterno Library. Additional resources related to companies, industries, and consumer behaviors are located in the Business Library, 3rd Floor Paterno Library.

While anyone interested in creating a media plan may find this information helpful, you'll get the most out of this tutorial when used in conjunction with the textbook Media Flight Plan V (2005) by Dennis Martin and Robert Coons.

When creating a media plan, knowing important media plan definitions is an absolute necessity in creating and refining your information. And for more helpful resources, see what's available in the Media Plan Bookshelf.

Please note: Selected Internet resources in the Tutorial will only be accessible to researchers with a Penn State Access Account.

The Advertising Research Tutorial is recommended for use by students in the following courses:

• COMM 422 — Advertising Media Planning — analysis, selection, and scheduling of advertising media, examination of algorithms, technologies, and software used in media planning
• COMM 424 — Advertising Campaigns — advertising campaign problems from the viewpoint of the advertiser and advertising agency; production of a complete advertising campaign.

For additional help with any of these resources or to schedule an appointment, please contact: Debora Cheney, Foster Communications Librarian and Head, News & Microforms Library, 814-863-1345 or stop by the Social Sciences Library Reference Desk, Second Floor Paterno Library, 814-865-4861.