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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:
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.
Chapter 1 What Is Media?
Chapter 2 Media in the Marketing Context
Chapter 3 Developing Optimal Media Objectives
Chapter 4 Exploring the Media – Part 1: Traditional
Chapter 5 Exploring the Media – Part 2: Beyond Traditional
Chapter 6 Terms, Calculations, and Considerations
Chapter 7 Creating the Plan
Chapter 8 Offering Alternatives
Chapter 9 Making the Media Buys
Chapter 9 Evaluating the Media Plan
Appendix A: Key Research Resources
Appendix B: Key Media Organizations