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

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