Free standard shipping on all orders
  • Visa
  • Master Card
  • American Express
  • Apple Pay
  • Google Pay
  • JCB

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

9th Edition

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

By Helen Katz Copyright 2025
240 Pages 18 B/W Illustrations
by Routledge

240 Pages 18 B/W Illustrations
by Routledge

240 Pages 18 B/W Illustrations
by Routledge
Also available as eBook on:
Now in its 9th edition, The Media Handbook introduces students to the media planning and buying process with a concise and industry-informed approach. The book takes readers through the fundamentals of each media channel, leading to the creation of a media plan. This edition features a revised and expanded chapter on digital media for both planning and buying (including programmatic), with... Read more

Foreword

Jon Watts

Introduction

1. Media in the Big Picture

2. Media Objectives and Strategies

3. From Consumers to Audiences

4. Media Terms and Calculations

5. Planning and Buying for Television

6. Planning & Buying for Digital

7. Planning & Buying for Audio, Print, and Out-of-Home

8. Planning & Buying Beyond

9. Putting the Plan Together     

10. Evaluating and Measuring Plans and Buys

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, New York University, and the University of Illinois.

“The Media Handbook is a top practical text for everyone who wants to get a proper understanding of key media planning processes. I can highly recommend it to any students and/or media planning professionals.”

Bjoern Asmussen, Oxford Brookes University, UK

Add to Cart