Contents: Foreword. Preface. Introduction. What Is Media? Media in the Marketing Context. Developing Optimal Media Objectives. Exploring the Media. Terms, Calculations, and Considerations. Creating the Plan. Offering Alternatives. Making the Media Buys. Evaluating the Media Plan. Appendices.
The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying / Edition 2by Helen Katz
Pub. Date: 04/28/2003
Publisher: Taylor & Francis
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
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