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 --...

"Advertising Media Planning blends the latest methods for digital communication and an understanding of the global landscape with the best practices of the functional areas of media planning. Taking a unique brand communication approach from an agency perspective, the textbook is organised into...

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.