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The document discusses key concepts in media planning and buying, including the media plan, objectives, strategies, and research. It provides an example media plan for Pizza Hut, outlining its situation analysis, objectives, mix of media including national and local placements, and monthly budget allocation. Media buyers are responsible for selecting specific media vehicles, negotiating rates, monitoring performance, and ensuring make-goods for errors.

BusinessUnterhaltung & Humor
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Media Planning and Buying Part 3: Effective Advertising Media Chapter 11
Chapter Outline ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Key Points ,[object Object],[object Object],[object Object],[object Object],[object Object]
Media Planning and Buying ,[object Object],[object Object],[object Object]
The Media Plan ,[object Object]
Media Research ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Media Research ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Media Research ,[object Object],[object Object],[object Object],[object Object],[object Object]
Media Objectives ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Media Objectives ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Media Objectives ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Media Objectives ,[object Object],[object Object],[object Object],[object Object],[object Object]
Media Strategies ,[object Object],[object Object]
Media Strategies ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Media Strategies ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
A Sample Media Plan for Pizza Hut ,[object Object],[object Object],[object Object]
A Sample Media Plan for Pizza Hut ,[object Object],[object Object],[object Object],[object Object],[object Object]
A Sample Media Plan for Pizza Hut ,[object Object],[object Object],[object Object],[object Object],[object Object]
A Sample Media Plan for Pizza Hut ,[object Object],[object Object],[object Object],[object Object]
Media Buying ,[object Object],[object Object],[object Object],[object Object],[object Object]
Media Buying ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Media Buying ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Media Buying ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Media Buying ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Media Planning Changes and Challenges ,[object Object],[object Object],[object Object]

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Wells11 basic

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