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

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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: 9780805857177
  • Publisher: Taylor & Francis
  • Publication date: 6/28/2006
  • Series: Routledge Communication Series
  • Edition description: REV
  • Edition number: 3
  • Pages: 208
  • Product dimensions: 6.00 (w) x 9.10 (h) x 0.60 (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

Chapter 1  What Is Media?

• *What Media Are Out There?
• *The Role of Media in Business
• *How the Media Business Has Changed
• *Media Versus Communications
• *The Role of Media in Consumers’ Lives
• *How Media Work with Advertising
• *Tasks in Media
• *Summary

Chapter 2  Media in the Marketing Context

• *Getting to Know the Consumer
• *Looking at the Marketplace
• *What Are the Competitors Up To?
• *Where Is Your Brand Sold?
• *Consumers and Media
• *A Word About Budgets
• *Timing and Other Issues
• *Summary
• *Checklist—Media in the Marketing Context

Chapter 3  Developing Optimal Media Objectives

• *How the Marketing Objective Leads to the Media Objective
• *Media and the Advertising Objective
• *Advertising Objectives and the Consumer Decision Process
• *Media and the Consumer Decision Process
• *Consumers, Brands, and Media
• *Media Objectives and ROI
• *Establishing Media Objectives
• *Summary
• *Checklist—Developing Optimal Media Objectives

Chapter 4  Exploring the Media – Part 1: Traditional

• *Media vs. Communications -
• *Media Categories
• *A Television in Every Home
• *Television Becomes Video
• *Benefits of Television to Advertisers
• *Drawbacks of Television Advertising
• *Research on Television
• *Radio—The "Everywhere" Medium
• *Benefits of Radio to Advertisers
• *Drawbacks of Radio Advertising
• *Research on Radio
• *All the News That’s Fit to Print—Newspaper Advertising
• *Benefits of Newspapers to Advertisers
• *Drawbacks of Newspaper Advertising
• *Research on Newspapers
• *Magazines—An Explosion of Choice
• *Benefits of Magazines to Advertisers
• *Drawbacks of Magazine Advertising
• *Research on Magazines
• *Outdoor Billboards—From Cairo, Egypt, to Cairo, Illinois
• *Benefits of Outdoor Billboards to Advertisers
• *Drawbacks of Outdoor Billboard Advertising
• *Internet – The Ultimate Choice – INCLUDES SEARCH
• *Benefits of Internet to Advertisers
• *Drawbacks of Internet to Advertisers
• *Research on Internet
• *Which Media Should You Use?
• *Summary
• *Checklist—Exploring the Major Media

Chapter 5  Exploring the Media – Part 2: Beyond Traditional

• *Yellow Pages: When Your Fingers Do the Typing
• *Benefits of Yellow Pages to Advertisers
• *Drawbacks of Yellow Pages to Advertisers
• *Retail: Closest to the Point of Purchase
• *Benefits of Retail Advertising to Advertisers
• *Drawbacks of Retail Advertising to Advertisers
• *Sponsorship: Making Your Mark in the Mind
• *Benefits of Sponsorship to Advertisers
• *Drawbacks of Sponsorship to Advertisers
• *Word of Mouth: Who Says What?
• *Benefits of Word of Mouth to Advertisers
• *Drawbacks of Word of Mouth to Advertisers
• *Mobile: Location, Location
• *Benefits of Mobile Marketing to Advertisers
• *Drawbacks of Mobile Marketing to Advertisers
• *Guerilla Marketing: The Element of Surprise
• *Benefits of Guerilla Marketing to Advertisers
• *Drawbacks of Guerilla Marketing to Advertisers
• *Which Media Should You Use?
• *Summary
• *Checklist—Exploring Beyond Traditional Media

Chapter 6  Terms, Calculations, and Considerations

• *Defining Key Media Terms
• *Understanding Ratings
• *Reach and Frequency
• *Beyond Reach and Frequency
• *Calculating Costs
• *Category-Specific Criteria
• *Summary
• *Checklist—Terms, Calculations, and Considerations

Chapter 7  Creating the Plan

• *Target Audience’s Use of and Relationship to Media
• *Timing of the Plan
• *Balancing Reach and Frequency
• *ROI and Media Models
• *Scheduling Your Ads
• *Cost Efficiencies
• *Tactical Considerations
• *Presenting the Plan
• *A Media Plan Example
• *Summary
• *Checklist—Creating the Plan

Chapter 8  Offering Alternatives

• *Spending More Money
• *Spending Less Money
• *Changing Targets
• *Changing Media
• *Tests and Translations
• *Summary
• *Checklist—Offering Alternatives

Chapter 9  Making the Media Buys

• *Merchandising a Magazine Buy
• *Getting News into Newspapers
• *Buying Time on Television
• *Local TV and Radio Buys
• *The Great Outdoors
• *Implementing an Internet Buy
• *Buying Beyond Traditional Media
• *Summary
• *Checklist—Making the Media Buys

Chapter 9  Evaluating the Media Plan

• *Pre-Plan Analysis
• *Post-Buy Analysis
• *Custom Consumer Research
• *ROI Impact
• *Summary
• *Checklist—Evaluating the Media Plan

Appendix A: Key Research Resources

Appendix B: Key Media Organizations

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