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 …

; Drawbacks of Billboard Advertising ; Research on the Internet ; Which Media Should You Use? ; Alternative Forms of Communication … Media in Consumers' Lives ; How Media Work with Advertising ; Tasks in Media -- Media in the Marketing Context : Getting to … Objective ; Media and the Advertising Objective ; Advertising Objectives and the Consumer Decision Process ; Media and the …