This acclaimed and widely adopted text offers practical guidance for those involved in the critical task of media planning on a daily basis, as well as those who must ultimately approve strategic media decisions.

Table of Contents

• Preface
• 1. The Role of Communication in Advertising and Marketing: Why Media Are Important
• 2. Outlining the Components of a Communication Plan
• 3. How Marketing Objectives Impact Communication Planning
• 4. Working with a Situation Analysis
• 5. Defining the Target Audience
• 6. Geography’s Role in Planning
• 7. Seasonality and Timing
• 8. Competitive Analysis: Implications in Planning
• 9. Creative Strategy: Implications in Planning
• 10. Working with a Communication Budget
• 11. Setting Communications Objectives
• 12. Establishing Media Objectives and Tactics
• 13. Learning the Language of Media Planning
• 14. Learning about Media Costs
• 15. General Characteristics of Media
• 16. Broadcast Media
• 17. Print Media
• 18. Out-of-Home Media
• 19. Digital Media
• 20. Social Media
• 21. In-Store Media
• 22. Direct Response
• 23. Alternative Media
• 24. Ethnic Media
• 25. Sponsorships
• 26. Sales Promotion
• 27. Publicity
• 28. Preparing an Advertising Media Plan
• 29. Evaluating an Advertising Media Plan
• 30. Impact of Media Ownership on Advertising Execution
• 31. Developing Test Plans
• 32. Agency Compensation Structures
• Appendix. How the Advertising Business Is Organized
• About the Authors