The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying / Edition 7

by Helen Katz

Overview

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:	9781138352643
Publisher:	Taylor & Francis
Publication date:	05/21/2019
Series:	Routledge Communication Series
Edition description:	7th ed.
Pages:	258
Product dimensions:	6.00(w) x 9.00(h) x (d)

About the Author

Helen Katz is Executive Vice President, Research, at Publicis Media. She has an extensive professional background in media research and has taught advertising and media planning at Michigan State University, DePaul University, and the University of Illinois.

Table of Contents

1. Media in the Big Picture 2. Media Objectives and Strategies 3. From Consumers to Audiences 4. Media Terms and Calculations 5. Planning and Buying for Television 6. Planning and Buying for Audio, Print and Out-of-Home 7. Planning and Buying for Digital 8. Planning and Buying Beyond 9. Putting the Plan Together 10. Evaluating and Measuring Plans and Buys