Marketing Communications

Chapter 8

Media planning

Chapter objeCtives

This chapter will help you to:

   Distinguish the various steps in the media planning process

   Understand the technical details of media objectives, such as frequency, reach,

weight, continuity and cost

   Learn about the criteria on the basis of which the media mix can be composed

   Understand the advantages and disadvantages of the different advertising media

   Get an overview of the criteria to be used in media planning

   Understand the importance of media context for advertising effectiveness

Chapter outline

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