莫利亚提《广告学：原理与实务（第11版）》moriarty_adv11e_15.pptxVIP

Advertising IMC: Principles PracticeEleventh EditionChapter 15Media Planning and NegotiationCopyright ? 2019, 2015, 2012 Pearson Education, Inc. All Rights Reserved. Part 4Principle: Media in a World of Change Key ObjectivesDiscuss what is in a media plan and the role of media research in developing media plans.Detail the four steps in media planning and explain their importance.List the responsibilities of media buyers.Explain current trends in media planning and buying. Chapter Opener: March Becomes ‘Mustache March’How can growing a mustache help save lives?The “Mottu Mars” Mustache March