Includes bibliographical references and index.

The changing role of media planning in brand support: Media planning and IMC -- Establishing a media planning 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 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 -- Alternative 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 and advertising media plan -- Appendix. The media function within the advertising business.