This seventh edition of 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, it includes updated statistics and coverage of social media, automation, and the continuing digitization of media. It covers over-the-top television, programmatic TV, digital advertising, and the automation of buying across all media. Author Helen Katz provides a continued focus on how planning and buying tie back to the strategic aims of the brand and the client, keeping practitioners and students up to date with current industry examples and practices.
This book continues to be essential reading for students in advertising, media planning, communication and marketing courses and professionals pursuing a career in media planning, buying and research.
The companion website to the book includes resources for both students and instructors. Students have access to flashcards to test themselves on main concepts, a list of key media associations, and template flowchart and formulas. Instructors can find lecture slides and sample test questions to assist in their course preparation.
1. What Is Media?
2. Media in the Marketing Context
3. Developing Optimal Media Objectives and Strategies
4. Exploring the Media Part 1-Paid
5. Exploring the Media Part 2-Paid Digital
6. Exploring the Media: Owned
7. Exploring the Media: Earned
8. Terms, Calculations, and Considerations
9. Creating the Plan
10. Beyond the Plan: Media Buys and Plan Evaluations
The Routledge Communication Series covers the breadth of the communication discipline, from interpersonal communication to public relations, offering textbooks, handbooks, and scholarly reference materials.