NEW BOOK – Advertising Media Planning in Canada: Traditional, Digital, and Specialized Media by Luc Dupont


How can you maximize the value of your ad spending in a new world characterized by omnipresent Internet and mobility? How can you best reach consumers with traditional and new media? What is the advertising potential of TV, radio, magazines, newspapers, billboards and the Web in this new media environment?

New technologies, the Internet, the digital world, social media, Netflix, Spotify, mobile technologies and artificial intelligence are turning the entire advertising model topsy-turvy. Naturally, the role of media and advertising is evolving along with these trends. In the midst of such change, this book explains how to get the best returns on your media investment:

  • Is it better to buy morning, afternoon or evening radio spots?
  • What about using customer geolocation, banner ads and pop-ups on the Web?
  • Is it better to buy space in print or digital versions of magazines and newspapers?
  • How many viewers zap channels during TV commercials?
  • Are two 15-second TV commercials as effective as one of 30 seconds?
  • Do the first pages of magazines generate more sales than the others?
  • Is it better for a commercial to be at the beginning, middle or end of a station break?
  • What about advertising in washrooms?
  • How can I put together a good brochure?
  • Traditional or digital billboards?
  • How often should your ad be repeated for it to work?
  • Are four-colour ads more effective than black and white?
  • Should you place most of your ads in a single media or use several instead?
  • Should you advertise year-round or concentrate on a particular slot?
  • How can I create the best synergies among my media choices?
  • How does mobility change traditional media’s advertising culture?

We will also focus on the quality of ads themselves and their creative style, including jingles, signatures, slogans, visual/sound effects, colours, etc.

Advertising Media Planning in Canada is designed for a variety of audiences, including small businesses, ad, marketing, media, communications, PR, Web and social media specialists, professors, students and anyone else wanting to know more about this amazing industry.


Title: Advertising Media Planning in Canada: Traditional, Digital, and Specialized Media

Author: Luc Dupont

Publisher‏: ‎ White Rock Publishing

Paperback: ‎ 331 pages

ISBN-10: ‎ 0969983476

ISBN-13: ‎ 978-0969983477

Dimensions: ‎ 23 x 15 x 2 cm



Luc Dupont has written seven books on advertising and media, including 1001 Advertising Tips and Images that Sell. Having worked in advertising at Cossette Communication-Marketing, he became a professor at the University of Ottawa’s Department of Communication in 2002. Luc Dupont regularly collaborates with media on issues pertaining to marketing, communications, new media and images.

Each year he gives many conferences and training sessions at firms like RE/MAX, Farm Credit Canada, the Canadian Council of Grocery Distributors (CCDA), Sobeys, the International Council of Shopping Centers (ICSC), the Bicycle Trade Association (BTA) and the Government of Canada. In 2004, he won the University of Ottawa Rector’s Award for his involvement in media and the community. In 2014, he won the University of Ottawa’s Faculty of Arts Excellence in Teaching Award.

For more information visit:



White Rock Publishing was founded in 1995. It is a Canadian book publisher specializing in advertising and media. It all started with one book: 1001 Advertising Tips by Luc Dupont.

1001 Advertising Tips was well received. As of December 2020, it is available in English (White Rock Publishing and Transcontinental Books), Spanish (RobinBooks, 2004), French (Transcontinental, 1990, 1993 and 2006), Mandarin (Overseas Chinese Publishing House, 2012), Taiwanese (Sunbright Publishing, 2009), Russian (Попурри, 2008), Czech (ABZ, 2010), Vietnamese (MinhKhai, 2010), Indian (Westland Books, 2007), Iranian (Citehpub, 2004 and 2013) and Korean (Yekyong Publishing, 2002). Following this success, White Rock Publishing launched Images that Sell (Korean edition, Yekyong Publishing, 2002; Chinese edition, Overseas Chinese Publishing House, 2012; French edition, Éditions Transcontinental, 1999).