The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and BuyingThe Media Handbookprovides 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 Handbookincludes:
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.
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. |
Contents
1 What is Media? | 1 |
2 Media in the Marketing Context | 10 |
3 Developing Optimal Media Objectives | 33 |
Traditional | 50 |
Beyond Traditional | 103 |
6 Terms Calculations and Considerations | 120 |
7 Creating the Plan | 143 |
8 Offering Alternatives | 163 |
Other editions - View all
The Media Handbook: A Complete Guide to Advertising Media Selection ... Helen Katz Limited preview - 2010 |
The Media Handbook: A Complete Guide to Advertising Media Selection ... Helen E. Katz No preview available - 2010 |
The Media Handbook: A Complete Guide to Advertising Media Selection ... Helen E. Katz No preview available - 2010 |