ABSTRACT
By the end of this chapter you should:
understand the difference between above and below the line media;
understand the commission system;
be aware of the meaning of many general media planning terms in use every day when planning above the line media campaigns;
have a detailed understanding of all the key attributes, planning criteria, research, strengths and weaknesses of television, radio, press, out-of- home and cinema;
understand the difference between intermedia decision making and intramedia decision making.
