The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying / Edition 4

The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying / Edition 4

by Helen Katz
ISBN-10:
0415873533
ISBN-13:
9780415873536
Pub. Date:
06/09/2010
Publisher:
Taylor & Francis

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Overview

The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying / Edition 4

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

Product Details

ISBN-13: 9780415873536
Publisher: Taylor & Francis
Publication date: 06/09/2010
Series: Routledge Communication Series
Pages: 228
Product dimensions: 0.60(w) x 0.90(h) x 2.00(d)

About the Author

Helen Katz is Senior Vice President and Global Research Director for Publicis Media. 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.

Table of Contents

Foreword - Rishad Tobaccowala

Preface

Acknowledgments

Introduction

1 Today’s Definition of Media

2 Media in the Marketing Context

3 Developing Media Objectives and Strategies

4 Exploring the Media, Part 1: Paid

5 Exploring the Media, Part 2: Owned

6. Exploring the Media, Part 3: Earned

7 Terms, Calculations, and Considerations

8 Creating the Plan, Considering Alternatives

9 Making the Buys

10 Evaluating the Media Plan and Looking Ahead

Appendix A: Key Research Resources

Appendix B: Key Media Organizations

Notes

Index

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