What is media? -- Media in the marketing context -- Developing optimal media objectives -- Exploring the media, part 1: traditional -- Exploring the media, part 2: beyond traditional -- Terms, calculations, and considerations -- Creating the plan -- Offering alternatives -- Making the media buys -- Evaluating the media plan.
Summary
Provides a practical introduction to the media planning and buying process. This handbook emphasizes basic media planning and buying calculations along with the practical realities of offering plan alternatives and evaluating the various plans.
