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

by Helen Katz

Overview

Now in its 9^th edition, The Media Handbook introduces students to the media planning and buying process with a concise and industry-informed approach. This text remains ideal for courses in media planning and buying in advertising and mass communication departments.

Product Details

ISBN-13:	9781032671369
Publisher:	Taylor & Francis
Publication date:	04/07/2025
Series:	Routledge Communication Series
Edition description:	9th ed.
Pages:	240
Product dimensions:	6.00(w) x 9.00(h) x (d)

About the Author

Helen Katz is Executive Vice President, Research, at Publicis Media. She has an extensive professional background in media research and has taught advertising and media planning at Michigan State University, DePaul University, New York University, and the University of Illinois.

Table of Contents

1. Media in the Big Picture 2. Media Objectives and Strategies 3. From Consumers to Audiences 4. Media Terms and Calculations 5. Planning and Buying for Television 6. Planning and Buying for Audio, Print and Out-of-Home 7. Planning and Buying for Digital 8. Planning and Buying Beyond 9. Putting the Plan Together 10. Evaluating and Measuring Plans and Buys

Editorial Reviews

The Media Handbook is a top practical text for everyone who wants to get a proper understanding of key media planning processes. I can highly recommend it to any students and/or media planning professionals.”

Bjoern Asmussen, Oxford Brookes University, UK

From the Publisher