The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research And Buying, 3rd ed.

Provides a practical introduction to the 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 edition incorporates three topics - consolidation, consumer control, and communication accountability. 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 now emerging, such as branded entertainment and viral marketing. She provides a comprehensive analysis of planning and buying, focusing on how those tactical elements tie back to the strategic aims of the brand and client.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. Book Cover; Title; Copyright; Contents in Brief; Contents; Preface; Acknowledgments; Introduction; Chapter 1 What Is Media?; Chapter 2 Media in the Marketing Context; Chapter 3 Developing Optimal Media Objectives; Chapter 4 Exploring the Media; Chapter 5 Terms, Calculations, and Considerations; Chapter 6 Creating the Plan; Chapter 7 Offering Alternatives; Chapter 8 Making the Media Buys; Chapter 9 Evaluating the Media Plan; Appendix A: Key Research Resources; Appendix B: Key Media Organizations; References; Index.