The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying / Edition 4

The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying / Edition 4

by Helen Katz
     
 

This text for students and professionals in marketing and communications provides an introduction to the process of planning and buying advertising media. Coverage includes the benefits and drawbacks of each major media form, the role of media research, and the importance of offering clients a number of alternative plans. The second edition contains new information on… See more details below

Overview

This text for students and professionals in marketing and communications provides an introduction to the process of planning and buying advertising media. Coverage includes the benefits and drawbacks of each major media form, the role of media research, and the importance of offering clients a number of alternative plans. The second edition contains new information on Internet advertising as well as current listings of industry resources and associations. Katz is a media strategist for General Motors. Annotation ©2003 Book News, Inc., Portland, OR

Product Details

ISBN-13:
9780415873543
Publisher:
Taylor & Francis
Publication date:
06/09/2010
Series:
Routledge Communication Series
Edition description:
Older Edition
Pages:
232
Product dimensions:
6.00(w) x 8.90(h) x 0.50(d)

Table of Contents

Foreword
Preface
Introduction
Ch. 1What Is Media?1
Ch. 2Media in the Marketing Context9
Ch. 3Developing Optimal Media Objectives34
Ch. 4Exploring the Media50
Ch. 5Terms, Calculations, and Considerations103
Ch. 6Creating the Plan123
Ch. 7Offering Alternatives140
Ch. 8Making the Media Buys152
Ch. 9Evaluating the Media Plan165
App. AKey Resources171
App. BAssociations and Sources175
References177
Index181

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