Media Handbook A Complete Guide to Advertising Media Selection, Planning, Research, and Buying

Name: Media Handbook A Complete Guide to Advertising Media Selection, Planning, Research, and Buying
Price: 4.91 USD
Availability: InStock
ISBN: 9780415873543

ISBN-10: 0415873541

ISBN-13: 9780415873543

Edition: 4th 2010 (Revised)

Authors: Helen E. Katz

List price: $48.95

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Description:

The 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 plan, this third edition incorporates three new topics'”consolidation, consumer control, and communication accountability'”reflecting 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…

Book details

List price: $48.95
Edition: 4th
Copyright year: 2010
Publisher: Routledge
Publication date: 6/9/2010
Binding: Paperback
Pages: 218
Size: 6.00" wide x 8.75" long x 0.50" tall
Weight: 0.748
Language: English



Foreword


Preface


Acknowledgments


Introduction



What is Media?



Media in the Marketing Context



Developing Optimal Media Objectives



Exploring the Media, Part 1: Traditional



Exploring the Media, Part 2: Beyond Traditional



Terms, Calculations, and Considerations



Creating the Plan



Offering Alternatives



Making the Media Buys



Evaluating the Media Plan



Key Research Resources



Key Media Organizations


Notes


Index