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" The media handbook : "
Helen Katz.
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BL
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| Record Number
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1032159
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| Doc. No
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b786529
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| Main Entry
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Katz, Helen E.
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| Title & Author
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The media handbook : : a complete guide to advertising media selection, planning, research, and buying /\ Helen Katz.
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| Edition Statement
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2nd ed.
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| Publication Statement
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Mahwah, N.J. :: Lawrence Erlbaum,, 2003.
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| Series Statement
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LEA's communication series
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| Page. NO
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1 online resource (xix, 185 pages) :: illustrations
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| ISBN
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1135632987
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: 1135633029
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: 1135633037
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: 1410607550
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: 9781135632984
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: 9781135633028
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: 9781135633035
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: 9781410607553
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0805842675
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0805842683
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9780805842678
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9780805842685
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| Bibliographies/Indexes
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Includes bibliographical references (pages 177-180) and index.
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| Contents
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What Is Media? : What Media Are Out There? ; The Role of Media in Business ; Media Versus Communications ; The Role of Media in Consumers' Lives ; How Media Work with Advertising ; Tasks in Media -- Media in the Marketing Context : Getting to Know the Consumer ; Looking at the Marketplace ; What Are the Competitors Up To? ; Where Is Your Brand Sold? ; A Word About Budgets ; Timing and Other Issues -- Developing Optimal Media Objectives : how the Marketing Objective Leads to the Media Objective ; Media and the Advertising Objective ; Advertising Objectives and the Consumer Decision Process ; Media and the Consumer Decision Process ; Establishing Media Objectives ; Checklist: Developing Optimal Media Objectives -- Exploring the Media : Media Versus Communications ; Media Categories ; A Television in Every Home ; New Forms of Television ; Benefits of Television to Advertisers ; Drawbacks of Television Advertising ; Research on Television ; Radio: The "Everywhere" Medium ; Benefits of Radio to Advertisers ; Drawbacks of Radio Advertising ; Research on Radio ; All the News That's Fit to Print: Newspaper Advertising ; Benefits of Newspaper Advertisers ; Drawbacks of Newspaper Advertising ; Research on Newspapers ; Magazines: An Explosion of Choice ; Benefits of Magazines to Advertisers ; Drawbacks of Magazine Advertising ; Research on Magazines ; Outdoor Billboards and Beyond: From Cairo, Egypt, to Cairo, Illinois ; Benefits of Outdoor Billboards to Advertisers ; Drawbacks of Billboard Advertising ; Research on the Internet ; Which Media Should You Use? ; Alternative Forms of Communication ; Checklist: Exploring the Major Media -- Terms, Calculations, and Considerations : Defining Key Media Terms ; Understanding Ratings ; Reach and Frequency ; Beyond Reach and Frequency ; Calculating Costs ; Category-Specific Criteria ; Checklist: Terms, Calculations, and Considerations -- Creating the Plan : Target Audience's Use of Media ; Timing of the Plan ; Balancing Reach and Frequency ; Media Models ; Scheduling Your Ads ; Cost Efficiencies ; Tactical Considerations ; Presenting the Plan ; A Media Plan Example ; Checklist: Creating the Plan -- Offering Alternatives : Spending More Money ; Spending Less Money ; Changing Targets ; Changing Media ; Tests and Translations ; Checklist: Offering Alternatives -- Making the Media Buys : Merchandising a Magazine Buy ; Getting News Into Newspapers ; Buying Time on Television ; Local TV and Radio Buys ; The Great Outdoors ; Implementing an Internet Buy ; Checklist: Making the Media Buys -- Evaluating the Media Plan : Preplan Analysis ; Postbuy Analysis ; Custom Research ; Checklist: Evaluating the Media Plan.
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| Abstract
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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.
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| Subject
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Advertising media planning.
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Marketing channels.
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Mass media and business.
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Advertising media planning.
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BUSINESS ECONOMICS-- Advertising Promotion.
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Marketing channels.
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Mass media and business.
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| Dewey Classification
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659
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| LC Classification
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HF5826.5.K38 2003eb
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