The Media Handbook
A Complete Guide to Advertising Media Selection, Planning, Research, and Buying, 5th Edition
By Helen Katz
Routledge – 2014 – 248 pages
Series: Routledge Communication Series
The Media Handbook provides a practical introduction to the advertising media planning and buying process. Emphasizing basic calculations along with the practical realities of offering alternatives and evaluating the plan, this fifth edition reflects the critical changes in how 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, 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 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.
1 Today’s Definition of Media
2 Media in the Marketing Context
3 Developing Media Objectives and Strategies
4 Exploring the Media, Part 1: Paid
5 Exploring the Media, Part 2: Earned
6. Exploring the Media, Part 3: Owned
7 Terms, Calculations, and Considerations
8 Creating the Plan, Considering Alternatives
9 Making the Buys
10 Evaluating the Media Plan and Looking Ahead
Helen Katz is Senior Vice President and Director of Research for Starcom MediaVest Group. She has an extensive professional background in media research and has taught advertising and media planning at Michigan State University and the University of Illinois.