The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying

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:


examples to provide a better sense of how media planning and buying work in the real world


research studies to give readers additional references for more in-depth information


media terms defined when they are introduced, making readers more comfortable in subsequent discussions


a selection of key resources offered as an appendix for individuals or companies wishing to find out more about a particular service or system.


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.

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.

Chapter 1 What Is Media?

What Media Are Out There?
The Role of Media in Business
How the Media Business Has Changed
Media Versus Communications
The Role of Media in Consumers’ Lives
How Media Work with Advertising
Tasks in Media
Summary
Chapter 2 Media in the Marketing Context

Getting to Know the Consumer
Looking at the Marketplace
What Are the Competitors Up To?
Where Is Your Brand Sold?
Consumers and Media
A Word About Budgets
Timing and Other Issues
Summary
Checklist—Media in the Marketing Context
Chapter 3 Developing Optimal Media Objectives

How the Marketing Objective Leads to the Media Objective
Media and the Advertising Objective
Advertising Objectives and the Consumer Decision Process
Media and the Consumer Decision Process
Consumers, Brands, and Media
Media Objectives and ROI
Establishing Media Objectives
Summary
Checklist—Developing Optimal Media Objectives
Chapter 4 Exploring the Media – Part 1: Traditional

Media vs. Communications -
Media Categories
A Television in Every Home
Television Becomes Video
Benefits of Television to Advertisers
Drawbacks of Television Advertising
Research on Television
Radio—The "Everywhere" Medium
Benefits of Radio to Advertisers
Drawbacks of Radio Advertising
Research on Radio
All the News That’s Fit to Print—Newspaper Advertising
Benefits of Newspapers to Advertisers
Drawbacks of Newspaper Advertising
Research on Newspapers
Magazines—An Explosion of Choice
Benefits of Magazines to Advertisers
Drawbacks of Magazine Advertising
Research on Magazines
Outdoor Billboards—From Cairo, Egypt, to Cairo, Illinois
Benefits of Outdoor Billboards to Advertisers
Drawbacks of Outdoor Billboard Advertising
Internet – The Ultimate Choice – INCLUDES SEARCH
Benefits of Internet to Advertisers
Drawbacks of Internet to Advertisers
Research on Internet
Which Media Should You Use?
Summary
Checklist—Exploring the Major Media
Chapter 5 Exploring the Media – Part 2: Beyond Traditional

Yellow Pages: When Your Fingers Do the Typing
Benefits of Yellow Pages to Advertisers
Drawbacks of Yellow Pages to Advertisers
Retail: Closest to the Point of Purchase
Benefits of Retail Advertising to Advertisers
Drawbacks of Retail Advertising to Advertisers
Sponsorship: Making Your Mark in the Mind
Benefits of Sponsorship to Advertisers
Drawbacks of Sponsorship to Advertisers
Word of Mouth: Who Says What?
Benefits of Word of Mouth to Advertisers
Drawbacks of Word of Mouth to Advertisers
Mobile: Location, Location
Benefits of Mobile Marketing to Advertisers
Drawbacks of Mobile Marketing to Advertisers
Guerilla Marketing: The Element of Surprise
Benefits of Guerilla Marketing to Advertisers
Drawbacks of Guerilla Marketing to Advertisers
Which Media Should You Use?
Summary
Checklist—Exploring Beyond Traditional Media
Chapter 6 Terms, Calculations, and Considerations

Defining Key Media Terms
Understanding Ratings
Reach and Frequency
Beyond Reach and Frequency
Calculating Costs
Category-Specific Criteria
Summary
Checklist—Terms, Calculations, and Considerations
Chapter 7 Creating the Plan

Target Audience’s Use of and Relationship to Media
Timing of the Plan
Balancing Reach and Frequency
ROI and Media Models
Scheduling Your Ads
Cost Efficiencies
Tactical Considerations
Presenting the Plan
A Media Plan Example
Summary
Checklist—Creating the Plan
Chapter 8 Offering Alternatives

Spending More Money
Spending Less Money
Changing Targets
Changing Media
Tests and Translations
Summary
Checklist—Offering Alternatives
Chapter 9 Making the Media Buys

Merchandising a Magazine Buy
Getting News into Newspapers
Buying Time on Television
Local TV and Radio Buys
The Great Outdoors
Implementing an Internet Buy
Buying Beyond Traditional Media
Summary
Checklist—Making the Media Buys
Chapter 9 Evaluating the Media Plan

Pre-Plan Analysis
Post-Buy Analysis
Custom Consumer Research
ROI Impact
Summary
Checklist—Evaluating the Media Plan

Appendix A: Key Research Resources
Appendix B: Key Media Organizations