»Basics of Media Planninf«: Media planning directs an advertiser's funds to advertising types and media in order to spread its message in the best possible way. This is an up-to-date and well-founded explanation of how this should be done. The author has long professional experience in advertising, and also a scientific background as a professor of marketing. The book is aimed at marketing managers as an update, at career entrants and changers in media planning and at business students for orientation.