Why media are important -- Learning the language of media -- Learning about media costs -- The media and their characteristics -- How marketing objectives impact media planning -- Defining the target audience -- Geography's role in planning -- Seasonality and timing -- Creative implications --...

Provides a practical introduction to the media planning and buying process. Emphasizing basic media planning and buying calculations along with the practical realities of offering plan alternatives and evaluating the plan, this edition incorporates three topics - consolidation, consumer control,...

ch. 1. The changing role of media planning in brand support : media planning and IMC -- ch. 2. Establishing a media framework -- ch. 3. Outlining the components of a communication plan -- ch. 4. How marketing objectives affect communication planning -- ch. 5. The role of communication in...

pt. 1. Marketing and communication planning -- pt. 2. Media objectives and strategies -- pt. 3. Media tactics -- pt. 4. Broadcast media -- pt. 5. Print media -- pt. 6. Out-of-home media -- pt. 7. Digital media -- pt. 8. Media tools, analysis, and resources.