List Books » The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying
Authors: Helen Katz
ISBN-13: 9780805857184, ISBN-10: 0805857184
Format: Paperback
Publisher: Taylor & Francis, Inc.
Date Published: June 2006
Edition: 3rd Edition
Helen Katz is Senior Vice President and Director of Research for Starcom Mediavest Group. She has an extensive professional background in media research and has taught advertising and media planning at Michigan State University, University of Illinois, Northwestern University, and Bradley University.
The Media Handbook provides an introduction to the complete media planning and buying process. Emphasizing basic media planning and buying calculations along with the practical realities of offering plan alternatives and evaluating the plan, this fourth edition reflects the critical changes in how media today are planned, bought, and sold. Author Helen Katz looks at the larger marketing, advertising, and media objectives, and follows with an exploration of major media categories, including those emerging, such as branded entertainment and viral marketing. She provides a comprehensive analysis of planning and buying, with a continued focus on how those tactical elements tie back to the strategic aims of the brand and client.
The Media Handbook includes:
This popular text is perfect for advanced students in advertising, media planning/buying, communication, public relations, and marketing, and it also will serve as an informative reference volume for practitioners.
Foreword | ||
Preface | ||
Introduction | ||
Ch. 1 | What Is Media? | 1 |
Ch. 2 | Media in the Marketing Context | 9 |
Ch. 3 | Developing Optimal Media Objectives | 34 |
Ch. 4 | Exploring the Media | 50 |
Ch. 5 | Terms, Calculations, and Considerations | 103 |
Ch. 6 | Creating the Plan | 123 |
Ch. 7 | Offering Alternatives | 140 |
Ch. 8 | Making the Media Buys | 152 |
Ch. 9 | Evaluating the Media Plan | 165 |
App. A | Key Resources | 171 |
App. B | Associations and Sources | 175 |
References | 177 | |
Index | 181 |