The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying / Edition 3

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Overview

The Media Handbook provides a practical introduction to the advertising media planning and buying process. Emphasizing basic calculations along with the practical realities of offering alternatives and evaluating the plan, this fifth edition reflects the critical changes in how media is planned, bought, and sold by today’s industry professionals. Author Helen Katz looks at the larger marketing, advertising, and media objectives, and follows with an exploration of major media categories, including digital media. 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.

Also available is a Companion Website that expands The Media Handbook’s content in an online forum. Here, students and instructors can find tools to enhance course studies such as chapter overviews, PowerPoint slides, and sample questions.

With its emphasis on real-world industry practice, The Media Handbook provides an essential introduction to students in advertising, media planning, communication, and marketing. It serves as an indispensable reference for anyone pursuing a career in media planning, buying, and research.

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Product Details

  • ISBN-13: 9780805857184
  • Publisher: Taylor & Francis
  • Publication date: 6/28/2006
  • Series: LEA's Communication Series
  • Edition description: REV
  • Edition number: 3
  • Pages: 208
  • Product dimensions: 5.90 (w) x 8.90 (h) x 0.50 (d)

Meet the Author

Helen Katz is Senior Vice President and Director of Research for Starcom MediaVest Group. She has an extensive professional background in media research and has taught advertising and media planning at Michigan State University and the University of Illinois.

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Table of Contents

Foreword
Preface
Introduction
Ch. 1 What Is Media? 1
Ch. 2 Media in the Marketing Context 9
Ch. 3 Developing Optimal Media Objectives 34
Ch. 4 Exploring the Media 50
Ch. 5 Terms, Calculations, and Considerations 103
Ch. 6 Creating the Plan 123
Ch. 7 Offering Alternatives 140
Ch. 8 Making the Media Buys 152
Ch. 9 Evaluating the Media Plan 165
App. A Key Resources 171
App. B Associations and Sources 175
References 177
Index 181
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