The media handbook : a complete guide to advertising media selection, planning, research, and buying / Helen Katz.

Format:

Book

Author/Creator:

Katz, Helen E.

Series:

LEA's communication series

Language:

English

Subjects (All):

Advertising media planning.

Mass media and business.

Marketing channels.

Physical Description:

xix, 185 pages : illustrations ; 24 cm.

Edition:

Second edition.

Place of Publication:

Mahwah, N.J. : Lawrence Erlbaum, 2003.

Contents:

Chapter 1 What Is Media? 1

What Media Are Out There? 2

The Role of Media in Business 3

Media Versus Communications 4

The Role of Media in Consumers' Lives 4

How Media Work With Advertising 5

Tasks in Media 7

Chapter 2 Media in the Marketing Context 9

Getting to Know the Consumer 11

Looking at the Marketplace 17

What Are the Competitors Up To? 19

Where Is Your Brand Sold? 27

A Word About Budgets 31

Timing and Other Issues 31

Checklist

Media in the Marketing Context 33

Chapter 3 Developing Optimal Media Objectives 34

How the Marketing Objective Leads to the Media Objective 35

Media and the Advertising Objective 36

Advertising Objectives and the Consumer Decision Process 39

Media and the Consumer Decision Process 40

Establishing Media Objectives 41

Developing Optimal Media Objectives 48

Chapter 4 Exploring the Media 50

Media Versus Communications 51

Media Categories 51

A Television in Every Home 52

New Forms of Television 61

Benefits of Television to Advertisers 63

Drawbacks of Television Advertising 64

Research on Television 67

Radio

The "Everywhere" Medium 67

Benefits of Radio to Advertisers 72

Drawbacks of Radio Advertising 74

Research on Radio 75

All the News That's Fit to Print

Newspaper Advertising 76

Benefits of Newspapers to Advertisers 78

Drawbacks of Newspaper Advertising 81

Research on Newspapers 82

Magazines

An Explosion of Choice 83

Benefits of Magazines to Advertisers 84

Drawbacks of Magazine Advertising 86

Research on Magazines 87

Outdoor Billboards and Beyond

From Cairo, Egypt, to Cairo, Illinois 87

Benefits of Outdoor Billboards to Advertisers 90

Drawbacks of Outdoor Billboard Advertising 91

The Internet

The Ultimate Choice 92

Benefits of the Internet to Advertisers 94

Drawbacks of Internet Advertising 95

Research on the Internet 96

Which media Should You Use? 96

Alternative Forms of Communication 97

Exploring the Major Media 101

Chapter 5 Terms, Calculations, and Considerations 103

Defining Key Media Terms 103

Understanding Ratings 103

Reach and Frequency 105

Beyond Reach and Frequency 107

Calculating Costs 110

Category-Specific Criteria 111

Terms, Calculations, and Considerations 121

Chapter 6 Creating the Plan 123

Target Audience's Use of Media 123

Timing of the Plan 124

Balancing Reach and Frequency 126

Media Models 127

Scheduling Your Ads 127

Cost Efficiencies 129

Tactical Considerations 130

Presenting the Plan 132

Creating the Plan 139

Chapter 7 Offering Alternatives 140

Spending More Money 141

Spending Less Money 143

Changing Targets 145

Changing Media 147

Tests and Translations 149

Offering Alternatives 151

Chapter 8 Making the Media Buys 152

Merchandising a Magazine Buy 152

Getting News Into Newspapers 154

Buying Time on Television 155

Local TV and Radio Buys 159

The Great Outdoors 161

Implementing an Internet Buy 162

Making the Media Buys 163

Chapter 9 Evaluating the Media Plan 165

Preplan Analysis 166

Postbuy Analysis 167

Custom Research 169

Evaluating the Media Plan 170.

Notes:

Includes bibliographical references (pages 177-180) and index.

ISBN:

0805842675

0805842683

OCLC:

50737172