The Media Handbook
The Media Handbook

Author: Helen E. Katz

Publisher: Lawrence Erlbaum Assoc Incorporated

Published: 2003

Total Pages: 185

ISBN-13: 0805842675

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The Media Handbookprovides 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 Handbookprovides 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.

The Effective Use of Advertising Media
The Effective Use of Advertising Media

Author: Martyn P. Davis

Publisher: Vintage

Published: 1996-01

Total Pages: 320

ISBN-13: 9780712677714

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Explaining the different kinds of media available to advertisers, this book's coverage ranges from direct mail and press to satellite and cable networks, and recent and forthcoming changes in digital TV and radio and the Internet. The authors also describe the research and services associated with the media, discuss the roles of advertiser, agency and media-owner in advertising planning, and offer blueprints for the future.

The Advertising Handbook
The Advertising Handbook

Author: Sean Brierley

Publisher: Routledge

Published: 2005-08-04

Total Pages: 288

ISBN-13: 113484283X

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The Advertising Handbook is a critical introduction to the practices and perspectives of the advertising industry. Sean Brierley explores the structures of the profession and examines the roles of all those involved in advertising including businesses, agencies, consultancies and media owners. The Advertising Handbook traces the development of advertising and examines the changes that have take taken place from its formative years through to today's period of rapid change: the impact of new media, the rise of the ad agency, industry mergers, the Internet and digital technologies, and the influence of the regulatory environment. The Advertising Handbook offers a theoretical understanding of the industry and it challenges many assumptions about advertising's power and authority. Thoroughly revised and updated, it examines why companies and organisations advertise, how they research markets, where and when they advertise, the principles and techniques of persuasion and how companies measure performance. The Advertising Handbook includes: Illustrations from a range of high-profile campaigns including Budweiser, Barnardo's, Benetton and Club 18-30 New and detailed 'workshop' exercises accompanying each chapter Case studies and profiles of ad agencies and key media players A revised and up-to-date glossary of key terms A guide to useful web and online resources

The Media Handbook
The Media Handbook

Author: Helen Katz

Publisher: Routledge

Published: 2016-08-25

Total Pages: 232

ISBN-13: 1134974493

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The Media Handbook provides a practical introduction to the advertising media planning and buying processes. Emphasizing basic calculations and the practical realities of offering alternatives and evaluating the plan, this sixth edition reflects the critical changes in how advertising in various media is planned, bought, and sold by today’s industry professionals. Author Helen Katz looks at the larger marketing, advertising, and media objectives, and follows with an exploration of major media categories, covering paid, owned, and earned media forms, including digital media. She provides a comprehensive analysis of planning and buying, with a continued focus on how those tactical elements tie back to the strategic aims of the brand and the client. Also available is a Companion Website that expands The Media Handbook’s content in an online forum. Here, students and instructors can find tools to enhance course studies such as chapter overviews, PowerPoint slides, and sample questions. 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 serves as an indispensable reference for anyone pursuing a career in media planning, buying, and research.