TY  - BOOK
AU  - Katz,Helen E.
TI  - The Media handbook: a complete guide to advertising media selection, planning, research buying
T2  - LEA's Communication Series
SN  - 1410607550
AV  - HF5826.5 K38 2003
PY  - 2003///
CY  - Mahwah, N.J.
PB  - Lawrence Erlbaum
KW  - Advertising media planning
KW  - Mass media and business
KW  - Marketing channels
N1  - Table of Contents; •	  Foreword   pages xiii; •	  Preface   pages xv; •	  Introduction   pages xix; •	Chapter 1 What Is Media?   pages 1; •	  What Media Are Out There?   pages 2; •	  The Role of Media in Business   pages 3; •	  Media Versus Communications   pages 4; •	  The Role of Media in Consumers' Lives   pages 4; •	  How Media Work With Advertising   pages 5; •	  Tasks in Media   pages 7; •	  Summary   pages 7; •	Chapter 2 Media in the Marketing Context   pages 9; •	  Getting to Know the Consumer   pages 11; •	  Looking at the Marketplace   pages 17; •	  What Are the Competitors Up To?   pages 19; •	  Where Is Your Brand Sold?   pages 27; •	  A Word About Budgets   pages 31; •	  Timing and Other Issues   pages 31; •	  Summary   pages 32; •	  Checklist--Media in the Marketing Context   pages 33; •	Chapter 3 Developing Optimal Media Objectives   pages 34; •	  How the Marketing Objective Leads to the Media Objective   pages 35; •	  Media and the Advertising Objective   pages 36; •	  Advertising Objectives and the Consumer Decision Process   pages 39; •	  Media and the Consumer Decision Process   pages 40; •	  Establishing Media Objectives   pages 41; •	  Summary   pages 48; •	  Checklist--Developing Optimal Media Objectives   pages 48; •	Chapter 4 Exploring the Media   pages 50; •	  Media Versus Communications   pages 51; •	  Media Categories   pages 51; •	  A Television in Every Home   pages 52; •	  New Forms of Television   pages 61; •	  Benefits of Television to Advertisers   pages 63; •	  Drawbacks of Television Advertising   pages 64; •	  Research on Television   pages 67; •	  Radio--The "Everywhere" Medium   pages 67; •	  Benefits of Radio to Advertisers   pages 72; •	  Drawbacks of Radio Advertising   pages 74; •	  Research on Radio   pages 75; •	  All the News That's Fit to Print--Newspaper Advertising   pages 76; •	  Benefits of Newspapers to Advertisers   pages 78; •	  Drawbacks of Newspaper Advertising   pages 81; •	  Research on Newspapers   pages 82; •	  Magazines--An Explosion of Choice   pages 83; •	  Benefits of Magazines to Advertisers   pages 84; •	  Drawbacks of Magazine Advertising   pages 86; •	  Research on Magazines   pages 87; •	  Outdoor Billboards and Beyond--From Cairo, Egypt, to Cairo, Illinois   pages 87; •	  Benefits of Outdoor Billboards to Advertisers   pages 90; •	  Drawbacks of Outdoor Billboard Advertising   pages 91; •	  The Internet--The Ultimate Choice   pages 92; •	  Benefits of the Internet to Advertisers   pages 94; •	  Drawbacks of Internet Advertising   pages 95; •	  Research on the Internet   pages 96; •	  Which media Should You Use?   pages 96; •	  Alternative Forms of Communication   pages 97; •	  Summary   pages 101; •	  Checklist--Exploring the Major Media   pages 101; •	Chapter 5 Terms, Calculations, and Considerations   pages 103; •	  Defining Key Media Terms   pages 103; •	  Understanding Ratings   pages 103; •	  Reach and Frequency   pages 105; •	  Beyond Reach and Frequency   pages 107; •	  Calculating Costs   pages 110; •	  Category-Specific Criteria   pages 111; •	  Summary   pages 121; •	  Checklist--Terms, Calculations, and Considerations   pages 121; •	Chapter 6 Creating the Plan   pages 123; •	  Target Audience's Use of Media   pages 123; •	  Timing of the Plan   pages 124; •	  Balancing Reach and Frequency   pages 126; •	  Media Models   pages 127; •	  Scheduling Your Ads   pages 127; •	  Cost Efficiencies   pages 129; •	  Tactical Considerations   pages 130; •	  Presenting the Plan   pages 132; •	  A Media Plan Example   pages 133; •	  Summary   pages 139; •	  Checklist--Creating the Plan   pages 139; •	Chapter 7 Offering Alternatives   pages 140; •	  Spending More Money   pages 141; •	  Spending Less Money   pages 143; •	  Changing Targets   pages 145; •	  Changing Media   pages 147; •	  Tests and Translations   pages 149; •	  Summary   pages 150; •	  Checklist--Offering Alternatives   pages 151; •	Chapter 8 Making the Media Buys   pages 152; •	  Merchandising a Magazine Buy   pages 152; •	  Getting News Into Newspapers   pages 154; •	  Buying Time on Television   pages 155; •	  Local TV and Radio Buys   pages 159; •	  The Great Outdoors   pages 161; •	  Implementing an Internet Buy   pages 162; •	  Summary   pages 163; •	  Checklist--Making the Media Buys   pages 163; •	Chapter 9 Evaluating the Media Plan   pages 165; •	  Preplan Analysis   pages 166; •	  Postbuy Analysis   pages 167; •	  Custom Research   pages 169; •	  Summary   pages 170; •	  Checklist--Evaluating the Media Plan   pages 170; •	Appendix A Key Resources   pages 171; •	Appendix B Associations and Sources   pages 175; •	  References   pages 177; •	  Index   pages 181
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