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

ISBN-10: 0415873541
ISBN-13: 9780415873543
Edition: 4th 2010 (Revised)
Authors: Helen E. Katz
List price: $48.95 Buy it from $4.24
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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  More...

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Book details

List price: $48.95
Edition: 4th
Copyright year: 2010
Publisher: Routledge
Publication date: 6/9/2010
Binding: Paperback
Pages: 232
Size: 6.00" wide x 8.75" long x 0.50" tall
Weight: 0.748
Language: English

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 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: numerous examples to provide a better sense of how media planning and buying work in the real world examples of 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 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.

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

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