advertising media plan -- Evaluating an advertising media plan -- Matching media to the total brand plan -- Developing test plans … -- What to look for in media execution -- Effects, tools, and trends -- Appendix: How the advertising business is organized …

Covers the critical role of the account planner in advertising. This work follows the logical progression of the …

-set -- 7. Developing insights -- 8. The role of advertising -- 9. Segmenting the target market -- 10. Brand positioning -- 11 …

pt. 1. Advertising management fundamentals -- pt. 2. Advertising financial matters -- pt. 3. Advertising business plans … -- pt. 4. Advertising planning -- pt. 5. Advertising budget management -- pt. 6. Advertising management : dealing with … people -- pt. 7. Advertising management decisions -- pt. 8. Advertising management environment -- pt. 9. Managing the future …