1. Media Basics

2. WHAT DO WE MEAN BY MEDIA? Media Classifications What Do Media Do? The Evolution of Media Roles The Media Industry Key Media Players

3. Media Classifications Television network, cable, syndication, spot (local), Hispanic Radio network, national spot, local Newspapers national, local, Hispanic Magazines consumer, B2B, Sunday, local, Hispanic, international Internet Outdoor Branded Entertainment

4. Uses of Media

5. The Evolution of Media Roles Print Era Broadcast Era Digital Era

6. The Media Industry Figure 11.1

7. Key Media Players Media Sellers Media Buyers

8. Key Media Players Media Sellers Media Buyers Media Salespeople Media Reps

9. Key Media Players Media Sellers Media Buyers Media Researchers Media Planners Media Buyers Media Buying Companies

10. THE FUNDAMENTALS OF MEDIA STRATEGY The Media PlanStrategic Media ConceptsThe Basis for the Buy

11. THE FUNDAMENTALS OF MEDIA STRATEGY The Media PlanStrategic Media ConceptsThe Basis for the Buy

12. THE FUNDAMENTALS OF MEDIA STRATEGY Media Mix Targets and Audiences The Media PlanStrategic Media ConceptsThe Basis for the Buy

13. THE FUNDAMENTALS OF MEDIA STRATEGY Reach and Frequency Intrusiveness The Media PlanStrategic Media ConceptsThe Basis for the Buy

14. THE CHANGING MEDIA ENVIRONMENT IMC and Media Channels to Contact Points New Consumer Media Use Patterns New and Alternative Forms of Contact

15. THE CHANGING MEDIA ENVIRONMENT IMC and Media

16. THE CHANGING MEDIA ENVIRONMENT Channels to Contact Points Packaging Word of Mouth Viral Communication Customer Service

17. THE CHANGING MEDIA ENVIRONMENT Channels to Contact Points Packaging Word of Mouth Viral Communication Customer Service

18. THE CHANGING MEDIA ENVIRONMENT Channels to Contact Points Packaging Word of Mouth Viral Communication Customer Service

19. THE CHANGING MEDIA ENVIRONMENT Channels to Contact Points Packaging Word of Mouth Viral Communication Customer Service

20. THE CHANGING MEDIA ENVIRONMENT Channels to Contact Points Packaging Word of Mouth Viral Communication Customer Service

21. THE CHANGING MEDIA ENVIRONMENT New Consumer Media Use Patterns

22. THE CHANGING MEDIA ENVIRONMENT New and Alternative Forms of Contact Guerilla Marketing Product Placement Video Games Branded Entertainment Mobile Marketing Branded Aps Other New Media

23. THE CHANGING MEDIA ENVIRONMENT New and Alternative Forms of Contact Guerilla Marketing Product Placement Video Games Branded Entertainment Mobile Marketing Branded Aps Other New Media

24. THE CHANGING MEDIA ENVIRONMENT New and Alternative Forms of Contact Guerilla Marketing Product Placement Video Games Branded Entertainment Mobile Marketing Branded Aps Other New Media

25. THE CHANGING MEDIA ENVIRONMENT New and Alternative Forms of Contact Guerilla Marketing Product Placement Video Games Branded Entertainment Mobile Marketing Branded Aps Other New Media

26. THE CHANGING MEDIA ENVIRONMENT New and Alternative Forms of Contact Guerilla Marketing Product Placement Video Games Branded Entertainment Mobile Marketing Branded Aps Other New Media

27. THE CHANGING MEDIA ENVIRONMENT New and Alternative Forms of Contact Guerilla Marketing Product Placement Video Games Branded Entertainment Mobile Marketing Branded Aps Other New Media

28. THE CHANGING MEDIA ENVIRONMENT New and Alternative Forms of Contact Guerilla Marketing Product Placement Video Games Branded Entertainment Mobile Marketing Branded Aps Other New Media