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The Principles of Media Planning and Placement

The Principles of Media Planning and Placement

Author(s): Roxane Garzón

Edition: 1

Copyright: 2025

Pages: 150

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$90.00 USD

ISBN 9798385173235

Details KHPContent 180 days

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Welcome to a Practical Guide for Teaching and Learning Media Strategy!

The Principles of Media Planning and Placement was developed to support educators and students in understanding the art and science of media planning and buying. It bridges academic concepts with real-world applications. From traditional channels like television, radio, and print to the dynamic world of digital, social, and out-of-home, students will gain the knowledge and tools to build effective, data-driven media strategies. 

Each chapter is designed to foster classroom discussion, critical thinking, and hands-on practice through relatable examples and structured exercises. Whether used in a university course or a professional workshop, this resource aims to make media strategy both accessible and actionable. By connecting foundational principles to current industry trends, it equips future media planners with the skills and confidence to make informed, data-driven decisions in an ever-evolving media environment.

Roxane Garzón

Roxane Garzón is a veteran advertising media director with more than four decades of experience guiding strategic media planning and buying across television, radio, print, digital, and out-of-home platforms. Throughout her career, she has led national and regional campaigns for major consumer, CPG, automotive, QSR, and retail brands, integrating data-driven insights with creative strategy to deliver measurable business results. 

Known for her expertise in audience research, media analytics, and cross-platform integration, Roxane has been instrumental in training new generations of media planners and buyers. Her deep understanding of media economics, audience measurement, and evolving media technologies has shaped how agencies approach modern media strategy. 

Drawing on her extensive career experience, Roxane brings real-world perspective and practical applications to this textbook, bridging classic media fundamentals with today’s dynamic, multi-platform advertising environment.

Welcome to a Practical Guide for Teaching and Learning Media Strategy!

The Principles of Media Planning and Placement was developed to support educators and students in understanding the art and science of media planning and buying. It bridges academic concepts with real-world applications. From traditional channels like television, radio, and print to the dynamic world of digital, social, and out-of-home, students will gain the knowledge and tools to build effective, data-driven media strategies. 

Each chapter is designed to foster classroom discussion, critical thinking, and hands-on practice through relatable examples and structured exercises. Whether used in a university course or a professional workshop, this resource aims to make media strategy both accessible and actionable. By connecting foundational principles to current industry trends, it equips future media planners with the skills and confidence to make informed, data-driven decisions in an ever-evolving media environment.

Roxane Garzón
Roxane Garzón

Roxane Garzón is a veteran advertising media director with more than four decades of experience guiding strategic media planning and buying across television, radio, print, digital, and out-of-home platforms. Throughout her career, she has led national and regional campaigns for major consumer, CPG, automotive, QSR, and retail brands, integrating data-driven insights with creative strategy to deliver measurable business results. 

Known for her expertise in audience research, media analytics, and cross-platform integration, Roxane has been instrumental in training new generations of media planners and buyers. Her deep understanding of media economics, audience measurement, and evolving media technologies has shaped how agencies approach modern media strategy. 

Drawing on her extensive career experience, Roxane brings real-world perspective and practical applications to this textbook, bridging classic media fundamentals with today’s dynamic, multi-platform advertising environment.