The Media Handbook
A Complete Guide to Advertising Media Selection, Planning, Research, and Buying, 4th Edition
By Helen Katz
Routledge – 2010 – 218 pages
Series: Routledge Communication Series
The Media Handbook provides an introduction to the complete media planning and buying process. Emphasizing basic media planning and buying calculations along with the practical realities of offering plan alternatives and evaluating the plan, this fourth edition reflects the critical changes in how media today are planned, bought, and sold. Author Helen Katz looks at the larger marketing, advertising, and media objectives, and follows with an exploration of major media categories, including those emerging, such as branded entertainment and viral marketing. 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.
The Media Handbook includes:
This popular text is perfect for advanced students in advertising, media planning/buying, communication, public relations, and marketing, and it also will serve as an informative reference volume for practitioners.
"The media course is often intimidating for college students, yet The Media Handbook offers them an engaging and comprehensive glimpse into the world of media that is not overwhelming. I've used the book in my classes for years and will continue to do so. I am especially pleased with the Fourth Edition and the relevant addition of media content that goes 'beyond traditional.' Media is a dynamic field and The Media Handbook always offers a contemporary approach that is sure to impact students in the classroom as well as in their future careers."
- Shannon L. Bichard, Texas Tech University
"This is not your typical enormous, pricey textbook. The Media Handbook is the perfect companion to class materials for my audience and media contacts class. It provides the essential concepts for understanding the role of media in advertising and illustrates the steps in the planning process. Students particularly enjoy the conversational (or accessible?) writing style and illustrative examples. This is one book they choose to keep for their career rather than sell at the end of term."
- Michelle Nelson, University of Illinois at Urbana-Champaign
"The Media Handbook is an indispensable resource for anyone working in media research or advertising. Dr. Katz's book is both comprehensive and up-to-date. She combines the knowledge, sophistication, and attention to detail of an academic with the relevance and perspective of a working professional. If you own one book on media research, this should be it."
- Michael Vinson, PhD., Rentrak Corporation
"Katz's book is like a great navigation map through the changing media environment. Katz' insights and priciples provides with great values for both media students and professional media planners. I am still resorting to the book a lot!"
- Chang-Hoan Cho, Yonsei University, University of Florida
"…a useful guide for someone starting out as a media buyer or researcher….there is a lot to learn about the world of media, and this volume will be a valuable resource for acquiring such knowledge. Recommended."— CHOICE
Chapter 1 What Is Media?
Chapter 2 Media in the Marketing Context
Chapter 3 Developing Optimal Media Objectives
Chapter 4 Exploring the Media – Part 1: Traditional
Chapter 5 Exploring the Media – Part 2: Beyond Traditional
Chapter 6 Terms, Calculations, and Considerations
Chapter 7 Creating the Plan
Chapter 8 Offering Alternatives
Chapter 9 Making the Media Buys
Chapter 9 Evaluating the Media Plan
Appendix A: Key Research Resources
Appendix B: Key Media Organizations
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, University of Illinois, Northwestern University, and Bradley University.