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TABLE OF CONTENTS16 sections

Advertising Media Planning & Buying

01Advertising Media Planning & Buying 02Advertising Media Foundations And Industry Ecosystem 03Consumer Behavior Audiences And Media Context 04Marketing Objectives And Media Strategy 05Media Mathematics And Performance Metrics 06Audience And Media Research 07Traditional Media Planning 08Digital Search Social Mobile And Connected Media 09Integrated Media Architecture And Scheduling 10Budgeting And Media Investment Allocation 11Media Buying Negotiation And Commercial Management 12Programmatic Advertising And Ad Technology 13Campaign Activation Operations And Quality Control 14Measurement Attribution And Incrementality 15Optimization Analytics And Artificial Intelligence 16Ethics Governance And The Future Of Media

Chapter 3

Marketing Objectives And Media Strategy

PREVIOUS SECTIONConsumer Behavior Audiences And Media Contex... UP NEXTMedia Mathematics And Performance Metrics

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