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

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

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

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

Synopsis

The Media Handbook provides a practical introduction to the complete media planning and buying process. In this updated and expanded edition, author Helen Katz explains basic media planning and buying calculations along with the practical realities of offering plan alternatives and evaluating the plan once it has been created. She also covers the benefits and drawbacks of each major media form (television, magazines, newspapers, radio, out of home, and Internet) and examines how media fits into the overall marketing framework, providing insights on how marketing and media objectives are established. Highlights of this text include: explanations of media research with each media form, showing how research is utilized and illustrating its role in understanding how and why people use media; charts and tables throughout, with useful statistics on media audiences; national and local examples to show how media planning/buying occur for local businesses and major brand names; emphasis on the creativity of the media planning/buying discipline; checklists in each chapter to emphasize critical points; and current listings of industry resources and associations. With its emphasis on real-world industry practice, The Media Handbook provides an essential introduction to students in advertising, media planning, communication, and marketing. It will serve as an indispensable reference for anyone pursuing a career in media planning, buying, and research.

Excerpt

This book is deliberately designed as a media handbook. It will not tell you every last detail about each individual medium, nor will it go into great depth on nonmedia advertising elements, such as the creative message or the consumer research that goes on behind the scenes. What it will do, however, is give you a complete picture of how media planning, buying, and research work. You will see what each function entails, and how they fit together with each other and within the framework of the marketing mix. You will know enough by the end of this book to be able to create your own media plan, or undertake a print or broadcast buy. Even if you are not directly responsible for either of those tasks, a greater understanding of how media fit in to the marketing picture will help you communicate with those who do such work. Each chapter builds on and works off the preceding ones, although once you have been through them all, it is designed to be very easy for you to refer to specific tasks or concepts at a later date. At the end of each chapter you will see a checklist of questions that you should ask yourself if you actually have to fulfill the objective of that particular chapter (such as setting objectives, or evaluating the plan). At the end of the book, you will find a list of additional resources you can turn to for help in media planning, buying, and research.

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