"This book presents media dynamics--definitions of various popular media terms and how these terms fit into media planning analysis. The latter part of the book deals with media plan development--how a media plan is constructed and what students should consider in that construction. Interspersed are related topics with which students should be familiar in order to plan effective advertising efforts. The Glossary/Index is a handy reference defining the most common terms used in media planning, as well as referring the student to the specific page where that term is discussed. The book thoroughly discusses the major media forms including Interactive and Out-of-Home; covers the basic components of a media plan: objectives, research, creative and promotion strategy, sales data, and competitive activity; addresses basic questions regarding audience geography, scheduling, copy, coupons, reach, and frequency." (Publisher description)