The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying
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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:examples to provide a better sense of how media planning and buying work in the real worldresearch studies to give readers additional references for more in-depth informationmedia terms defined when they are introduced, making readers more comfortable in subsequent discussionsa selection of key resources offered as an appendix for individuals or companies wishing to find out more about a particular service or system. 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.
ForewordPrefaceIntroductionCh. 1What Is Media?1Ch. 2Media in the Marketing Context9Ch. 3Developing Optimal Media Objectives34Ch. 4Exploring the Media50Ch. 5Terms, Calculations, and Considerations103Ch. 6Creating the Plan123Ch. 7Offering Alternatives140Ch. 8Making the Media Buys152Ch. 9Evaluating the Media Plan165App. AKey Resources171App. BAssociations and Sources175References177Index181
