Updated and greatly expanded to reflect the explosive growth of new media, this acclaimed and widely-adopted text offers practical guidance for those involved in media planning on a daily basis as well as those who must ultimately approve strategic media decisions. Its current, real-world business examples and down-to-earth approach will resonate with students as well as media professionals on both the client and agency side.
Selected Contents:* Preface * 1. The Changing Role of Media Planning in Brand Support: Media Planning and IMC * 2. Establishing a Media Framework * 3. Outlining the Components of a Communication Plan * 4. How Marketing Objectives Impact Communication Planning * 5. The Role of Communication in Advertising and Marketing * 6. Working with a Situation Analysis * 7. Defining the Target Audience * 8. Geography's Role in Planning * 9. Seasonality and Timing * 10. Competitive Analysis: Implications in Planning * 11. Working with Creative: Implications in Planning * 12. Working with a Communication Budget * 13. Setting Media Communications Objectives * 14. Communication Idea and Briefing * 15. Media Communication Strategy and Tactics * 16. Learning the Language of Media Planning * 17. Learning about Media Costs * 18. General Characteristics of Media * 19. Evaluating Media Vehicles * 20. Video Media * 21. Audio Media * 22. Print Media * 23. Out-of-Home Media * 24. Search Engine Marketing * 25. Online Display Advertising * 26. In-Store Media * 27. Social Media * 28. Direct Response * 29. Alternative Media * 30. Gaming * 31. Ethnic Media * 32. Sales Promotion * 33. Owned Media * 34. Earned Media * 35. Perspectives on International and Global Media Planning * 36. Preparing a Communications Plan * 37. Media and Campaign Measurement * 38. Impact of Media Ownership on Advertising Execution * 39. Developing Test Plans * 40. Agency Compensation Structures * 41. Evaluating an Advertising Media Plan * Appendix. The Media Function within the Advertising Business * Index * About the Authors