Includes bibliographical references and index.

Contents Preface vii 1. The Changing Role of Media Planning in Brand Support: Media Planning and IMC 1 2. Establishing a Media Framework 9 3. Outlining the Components of a Communication Plan 15 4. How Marketing Objectives Affect Communication Planning 20 5. The Role of Communication in Advertising and Marketing 27 6. Working with a Situation Analysis 32 7. Defining the Target Audience 36 8. Geography's Role in Planning 53 9. Seasonality and Timing 63 10. Competitive Analysis: Implications in Planning 74 11. Working with Creative: Implications in Planning 83 12. Working with a Communication Budget 90 13. Setting Communication Objectives 94 14. Communication Idea and Briefing 104 15. Media Communication Strategy and Tactics 110 16. Learning the Language of Media Planning 117 17. Learning about Media Costs 132 18. General Characteristics of Media 142 19. Evaluating Media Vehicles 153 20. Video Media 157 21. Audio Media 165 22. Print Media 170 23. Out-of-Home Media 185 24. Search Engine Marketing 190 25. Online Display Advertising 194 26. In-Store Media 201 vi CONTENTS 27. Social Media 208 28. Direct Response 217 29. Alternative Media 227 30. Gaming 234 31. Ethnic Media 239 32. Sales Promotion 245 33. Owned Media 256 34. Earned Media 261 35. Perspectives on International and Global Media Planning 265 36. Preparing a Communication Plan 270 37. Media and Campaign Measurement 277 38. Impact of Media Ownership on Advertising Execution 282 39. Developing Test Plans 295 40. Agency Compensation Structures 303 41. Evaluating an Advertising Media Plan 313 Appendix. The Media Function within the Advertising Business 325 Index 331 About the Authors 349