Includes appendices and index.

The changing role of media planning in brand support: media planning and IMC --
Establishing a media framework --
Outlining the components of a communication plan --
How marketing objectives affect communication planning --
The role of communication in advertising and marketing --
Working with a situation analysis --
Defining the target audience --
Geography's role in planning --
Seasonality's role in planning --
Seasonality and timing --
Competitive analysis: implications in planning --
Working with creative: implications in planning --
Working with a communication budget --
Setting communication objectives --
Communication idea and briefing --
Media communication strategy and tactics --
Learning the language of media planning --
Learning about media costs --
General characteristics of media --
Evaluating media vehicles --
Video media --
Audio media --
Print media --
Out-of-home media --
Search engine marketing --
Online display advertising --
In-Store media --
Social media --
Direct response --
Alterative media --
Gaming --
Ethnic media --
Sales promotion --
Owned media --
Earned media --
Perspectives on international and global media planning --
Preparing a communication plan --
Media and campaign measurement --
Impact of media ownership on advertising execution --
Developing test plans --
Agency compensation structures --
Evaluating an advertising media plan.

This title 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 medical decisions.

The planning and placement of advertising media is a multibillion dollar business that critically impacts advertising effectiveness.