The Media Handbook

Fülszöveg

Second Edition
THE
MEDIA
HANDBOOK
A Complete Guide To Advertising IVIedia Selection, Planning, Researcli, and Buying
The Media Handbook provides a practical introduction to the complete nnedia planning and buying process. In this updated and expanded edition, author Helen Katz explains basic nnedia 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 medio 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... Tovább

Fülszöveg

Second Edition
THE
MEDIA
HANDBOOK
A Complete Guide To Advertising IVIedia Selection, Planning, Researcli, and Buying
The Media Handbook provides a practical introduction to the complete nnedia planning and buying process. In this updated and expanded edition, author Helen Katz explains basic nnedia 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 medio 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
• Notional 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
• Current listings of industry resources and associations
With its emphasis on real-world industry practice. The Media l-landbool< provides an essential introduction to students in advertising, media planning, communication, and marketing. It will serve as on indispensable reference for anyone pursuing a career in media planning, buying, and research.
Helen Katz is Senior Vice President and Director of Strategic Research at GM Planworks, the medio planning agency of record for General Motors. She has an extensive professional background in media research, and has taught advertising and media planning at Michigan State University, University of Illinois, Northwestern University', and Bradley University. Vissza