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The Media Handbook
A Complete Guide to Advertising Media Selection, Planning, Research, and Buying
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Book Description
The eighth edition of The Media Handbook continues to provide a practical introduction to the media planning and buying processes.
Starting with the broader context in which media planning occurs, including a basic understanding of competitive spending and target audiences, the book takes readers through the fundamentals of each media channel, leading to the creation of a media plan. Throughout, concepts and calculations are clearly explained. This new edition reflects the changes in how people consume media today with:
- a new chapter on how audiences are defined and created
- reorganization of the media channel chapters to cover planning and buying together
- expanded coverage of digital formats in all channels
- added discussion of measurement
- completely updated data and examples.
The Media Handbook, Eighth Edition is the ideal text for courses in media planning and buying in advertising/communication departments.
Supplemental online resources for both students and instructors are also available. For students, there is a list of key media associations and chapter overviews. To assist in their course preparation, instructors will find lecture slides, sample test questions, and new sample media planning exercise scenarios with accompanying practice spreadsheets. These resources are available at www.routledge.com/9780367775568, under Support Material.
Table of Contents
Chapter 1: Media in the Big Picture
Chapter 2 Media Objectives and Strategies
Chapter 3 From Consumers to Audiences
Chapter 4: Media Terms and Calculations
Chapter 5 Planning and Buying for Television
Chapter 6: Planning and Buying for Audio, Print, and Out-of-Home
Chapter 7: Planning and Buying for Digital
Chapter 8: Planning and Buying Beyond
Chapter 9: Putting the Plan Together
Chapter 10: Evaluating and Measuring Plans and Buys
Author(s)
Biography
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.