The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and BuyingThe Media Handbook provides a practical 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 pl
"This work is suitable for faculty who teach advertising, as well as students of advertising media planning." CHOICE |
Contents
Foreword | |
What is Media? | |
Media inthe Marketing Context | |
Traditional | |
Beyond Traditional | |
Terms Calculations and Considerations 7 Creating the Plan | |
Making theMedia Buys | |
Key ResearchResources Appendix BKey MediaOrganizations | |
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 |
Common terms and phrases
Advertising Age Advertising Research Arbitron atthe awareness brand broadcast buyer cable Chapter circulation commercial communication competitors consider consumers cost daypart demographic different media digital video recorders dollars drawbacks DVRs effect electronic endup example Exhibit exposure goal gross rating points GRPs guerilla marketing household impact important industry Internet inthe itis Journal of Advertising listening look magazines marketing marketing mix measurement media category media objectives media plan media specialist media vehicles medium mobile newspapers Nielsen Nielsen Media Research offering ofthe onthe outdoor billboards percent potential product category product placement programs promoting purchase Radio Advertising rating points reach and frequency retail schedule shows spend sponsorship spot stations strategy suchas syndicated syndicated data target audience targetaudience television thebrand themedia thinkabout tobe Today today’s tothe traditional users viewers watch withthe Yellow Pages youare