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

By Helen Katz | Go to book overview
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The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying
Table of contents

Table of contents

  • Title Page *
  • Contents in Brief vii
  • Contents ix
  • Foreword xiii
  • Preface xv
  • Introduction xix
  • Chapter One - What is Media? 1
  • Chapter Two - Media in the Marketing Context 9
  • Chapter Three - Developing Optimal Media Objectives 34
  • Chapter Four - Exploring the Media 50
  • Chapter Five - Terms, Calculations, and Considerations 103
  • Chapter Six - Creating the Plan 123
  • Chapter Seven - Offering Alternatives 140
  • Chapter Eight - Making the Media Buys 152
  • Chapter Nine - Evaluating the Media Plan 165
  • Appendix A - Key Resources 171
  • Appendix B - List of Media Organizations 175
  • References 177
  • Index 181
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