Chapter 11

Preparing a Media Plan


Learning Objectives:

  • Describe the initial steps one should take to familiarize oneself with a new market.
  • Identify key pieces of information used to prepare a budget.
  • Identify factors used when determining a target and geography.
  • Discuss ways to determine effective timing.
  • Explain the significance of Ag Media Research (AMR) reports.
  • Describe Quick Reports.
  • Explain how to establish a media plan and discuss media negotiation.


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