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Chapter Outline
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Planning Media Strategy: Finding Links to the Market, 268

Media Planning: Integrating Science with Creativity in Advertising, 271
The Challenge, 271
The Role of Media in the Marketing Framework
The Media-Planning Framework, 280
Defining Media Objectives, 280
Audience Objectives, 280
Message-Distribution Objectives, 282
Optimizing Reach, Frequency, and Continuity: The Art of Media Planning, 285
Developing a Media Strategy: The Media Mix, 286
Elements of the Media Mix: The Five Ms, 286
Factors That Influence Media Strategy Decisions, 287
Stating the Media Strategy, 294
Media Tactics: Selecting and Scheduling Media Vehicles
Criteria for Selecting Individual Media Vehicles, 294
Economics of Foreign Media, 297
The Synergy of Mixed Media, 297
Methods for Scheduling Media, 298
Computers in Media Selection and Scheduling, 299





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