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 --...

pt. 1. Introduction to advertising and public relations research -- pt. 2. Secondary research in advertising and public relations -- pt. 3. Primary research in advertising and public relations : qualitative research -- pt. 4. Primary research in advertising and public relations : quantitative...

1. Account planning history and practice -- 2. The role that account planning plays in a campaign -- 3. Brand destination planning -- 4. Situation analysis -- 5. Benchmarking consumer perceptions -- 6. Understanding the consumer mind-set -- 7. Developing insights -- 8. The role of advertising --...

pt. 1. Advertising management fundamentals -- pt. 2. Advertising financial matters -- pt. 3. Advertising business plans -- pt. 4. Advertising planning -- pt. 5. Advertising budget management -- pt. 6. Advertising management : dealing with people -- pt. 7. Advertising management decisions -- pt....