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

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

by Helen Katz
     
 

The Media Handbook provides an introduction to the complete media planning and buying process. Emphasizing basic media planning and buying calculations along with the practical realities of offering plan alternatives and evaluating the plan, this fourth edition reflects the critical changes in how media today are planned, bought, and sold. Author Helen Katz

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Overview

The Media Handbook provides an introduction to the complete media planning and buying process. Emphasizing basic media planning and buying calculations along with the practical realities of offering plan alternatives and evaluating the plan, this fourth edition reflects the critical changes in how media today are planned, bought, and sold. Author Helen Katz looks at the larger marketing, advertising, and media objectives, and follows with an exploration of major media categories, including those emerging, such as branded entertainment and viral marketing. 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.

The Media Handbook includes:
• *examples to provide a better sense of how media planning and buying work in the real world;
• *research studies to give readers additional references for more in-depth information;
• *media terms defined when they are introduced, making readers more comfortable in subsequent discussions; and
• *a selection of key resources offered as an appendix for individuals or companies wishing to find out more about a particular service or system.

This popular text is perfect for advanced students in advertising, media planning/buying, communication, public relations, and marketing, and it also will serve as an informative reference volume for practitioners.

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Product Details

ISBN-13:
9780805857177
Publisher:
Taylor & Francis
Publication date:
06/28/2006
Series:
Routledge Communication Series
Edition description:
REV
Pages:
208
Product dimensions:
6.00(w) x 9.10(h) x 0.60(d)

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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