Planning media :strategy and imagination

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Language: Anglais
Cover of the book Planning media :strategy and imagination

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322 p. · 23.5x17.8 cm · Hardback

I. BASIC CONCEPTS AND SKILLS.

1. Conceptual Foundations of Media Planning.
2. Marketing and Media Planning.
3. Foundation Skills.
4. Information Resources: Markets and Targets.

II. INITIAL PLANNING PROCESS.

5. Part I Marketing Analysis.
6. Geographic Weighting: Skills and Resources.

III. STRATEGY DEVELOPMENT.

7. Part II Objectives and Strategies.
8. Media Work Plan: Part II Scheduling Reach and Frequency.
9. Media Work Plan: Part II Alternative Media Selection.

IV. TACTICAL PLANNING AND EXECUTION.

10. Media Work Plan: Part III Tactical Planning.
11. Tactical Resources and Skills.
12. Negotiating the Future: Media Sales and Purchase.
Glossary.
Index.