FReach Teach: A Computer-Based System for Teaching Advertising Media Planning

John D. Leckenby, Hugh M. Cannon, Hairong Li

Abstract


This paper describes a computer-based learning system, designed to teach media planning. The system consists of a case study, combined with a decision-support system through which students can practice applying the advanced analytical tools that might be discussed in the course. In addition to describing the system, the paper will discuss the system’s performance in a beta test at a major mid-western university.

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