Integrated Marketing Communications

  1. Media Planning and Strategy
    1. Media Planning Fundamentals
      1. Media Planning Process
        1. Situation Analysis
          1. Media Objectives
            1. Strategy Development
              1. Tactics and Implementation
                1. Evaluation and Optimization
                2. Key Media Concepts
                  1. Reach
                    1. Frequency
                      1. Impressions
                        1. Gross Rating Points
                          1. Effective Reach
                            1. Frequency Distribution
                          2. Media Objectives and Strategy
                            1. Reach Objectives
                              1. Target Reach Levels
                                1. Reach Building Strategies
                                  1. Unduplicated Audience
                                  2. Frequency Objectives
                                    1. Effective Frequency
                                      1. Frequency Distribution
                                        1. Recency Planning
                                        2. Continuity Objectives
                                          1. Campaign Duration
                                            1. Message Consistency
                                              1. Brand Presence
                                              2. Cost Efficiency Objectives
                                                1. Cost Per Thousand
                                                  1. Cost Per Point
                                                    1. Cost Per Acquisition
                                                  2. Media Mix Development
                                                    1. Media Selection Criteria
                                                      1. Target Audience Match
                                                        1. Cost Efficiency
                                                          1. Creative Compatibility
                                                            1. Competitive Considerations
                                                            2. Media Synergy
                                                              1. Cross-Media Effects
                                                                1. Integrated Campaigns
                                                                  1. Message Reinforcement
                                                                  2. Budget Allocation
                                                                    1. Media Weight Distribution
                                                                      1. Geographic Allocation
                                                                        1. Seasonal Adjustments
                                                                      2. Media Scheduling Strategies
                                                                        1. Continuity Scheduling
                                                                          1. Even Distribution
                                                                            1. Steady Presence
                                                                            2. Flighting Scheduling
                                                                              1. Concentrated Periods
                                                                                1. Hiatus Periods
                                                                                2. Pulsing Scheduling
                                                                                  1. Base Level Advertising
                                                                                    1. Pulse Periods
                                                                                    2. Seasonal Scheduling
                                                                                      1. Peak Season Focus
                                                                                        1. Off-Season Maintenance
                                                                                      2. Traditional Media Characteristics
                                                                                        1. Broadcast Media
                                                                                          1. Television
                                                                                            1. Network Television
                                                                                              1. Cable Television
                                                                                                1. Local Television
                                                                                                  1. Streaming Services
                                                                                                  2. Radio
                                                                                                    1. Network Radio
                                                                                                      1. Local Radio
                                                                                                        1. Satellite Radio
                                                                                                          1. Streaming Audio
                                                                                                        2. Out-of-Home Media
                                                                                                          1. Outdoor Advertising
                                                                                                            1. Billboards
                                                                                                              1. Digital Billboards
                                                                                                                1. Poster Panels
                                                                                                                2. Transit Advertising
                                                                                                                  1. Bus Advertising
                                                                                                                    1. Subway Advertising
                                                                                                                      1. Airport Advertising
                                                                                                                      2. Alternative OOH
                                                                                                                        1. Street Furniture
                                                                                                                          1. Place-Based Media
                                                                                                                            1. Ambient Advertising
                                                                                                                        2. Digital Media Planning
                                                                                                                          1. Digital Media Landscape
                                                                                                                            1. Programmatic Advertising
                                                                                                                              1. Real-Time Bidding
                                                                                                                                1. Data-Driven Targeting
                                                                                                                                2. Search Media
                                                                                                                                  1. Search Engine Marketing
                                                                                                                                    1. Keyword Strategy
                                                                                                                                      1. Search Campaign Optimization
                                                                                                                                      2. Social Media Planning
                                                                                                                                        1. Platform Selection
                                                                                                                                          1. Content Strategy
                                                                                                                                          2. Display Advertising
                                                                                                                                            1. Rich Media
                                                                                                                                              1. Video Advertising
                                                                                                                                                1. Native Advertising
                                                                                                                                                2. Mobile Media Planning
                                                                                                                                                  1. Mobile-First Strategy
                                                                                                                                                    1. App Advertising
                                                                                                                                                      1. Location-Based Targeting

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                                                                                                                                                  4. Creative Strategy and Message Development

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                                                                                                                                                  6. Measurement, Evaluation, and Control