The largest part of a marketing budget typically consists of investments in advertising. The biggest individual expense is media placements. What the client ultimately receives for their money depends on the quality of the media strategy and its implementation in a media deployment plan. In "Media for Managers," media and communications consultant Anne Marx presents a practical guide for product and marketing managers. The specific tips will help you present yourself competently and confidently to media providers and agencies. You will learn how agencies operate and how to demand optimal performance from your agency, what fees are standard in the industry, what constitutes successful media planning, which types of media and advertising formats you should be familiar with (with a particular focus on television), and which trends are currently shaping the media business. One chapter.