Advertising media planning : a brand management approach / Larry D. Kelley and Donald W. Jugenheimer.

Why media are important
Learning the language of media
Learning about media costs
The media and their characteristics
How marketing objectives impact media planning
Defining the target audience
Geography's role in planning
Seasonality and timing
Creative implications
Competitive analysis
Setting media communication goals
How to prepare an 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.