000			06108nam a2200373 i 4500
001			EK117
005			20251203102449.0
006			m d
007			cr aa aaaaa
008			110328s2003 xxxa o 001 0 eng d
020			_a1410607550
035			_a(OCoLC)
040			_aBAUN _beng _cBAUN _erda
041	0		_aeng
049			_aBAUN_MERKEZ
050	0	4	_aHF5826.5 _bK38 2003
100	1		_aKatz, Helen E. _9101410 _eaut
245	1	4	_aThe Media handbook : _ba complete guide to advertising media selection, planning, research buying/ _cHelen E Katz
250			_a2.ed.
264		1	_aMahwah, N.J.: _bLawrence Erlbaum, _c2003.
300			_a1 online resource (xix, 185 pages : _billustrations)
336			_2rdacontent _atext _btxt
337			_2rdamedia _acomputer _bc
338			_2rdacarrier _aonline resource _bnc
347			_adata file _2rda
490	1		_aLEA's Communication Series;
505	0	0	_tTable of Contents _t• Foreword pages xiii _t• Preface pages xv _t• Introduction pages xix _t• Chapter 1 What Is Media? pages 1 _t• What Media Are Out There? pages 2 _t• The Role of Media in Business pages 3 _t• Media Versus Communications pages 4 _t• The Role of Media in Consumers' Lives pages 4 _t• How Media Work With Advertising pages 5 _t• Tasks in Media pages 7 _t• Summary pages 7 _t• Chapter 2 Media in the Marketing Context pages 9 _t• Getting to Know the Consumer pages 11 _t• Looking at the Marketplace pages 17 _t• What Are the Competitors Up To? pages 19 _t• Where Is Your Brand Sold? pages 27 _t• A Word About Budgets pages 31 _t• Timing and Other Issues pages 31 _t• Summary pages 32 _t• Checklist--Media in the Marketing Context pages 33 _t• Chapter 3 Developing Optimal Media Objectives pages 34 _t• How the Marketing Objective Leads to the Media Objective pages 35 _t• Media and the Advertising Objective pages 36 _t• Advertising Objectives and the Consumer Decision Process pages 39 _t• Media and the Consumer Decision Process pages 40 _t• Establishing Media Objectives pages 41 _t• Summary pages 48 _t• Checklist--Developing Optimal Media Objectives pages 48 _t• Chapter 4 Exploring the Media pages 50 _t• Media Versus Communications pages 51 _t• Media Categories pages 51 _t• A Television in Every Home pages 52 _t• New Forms of Television pages 61 _t• Benefits of Television to Advertisers pages 63 _t• Drawbacks of Television Advertising pages 64 _t• Research on Television pages 67 _t• Radio--The "Everywhere" Medium pages 67 _t• Benefits of Radio to Advertisers pages 72 _t• Drawbacks of Radio Advertising pages 74 _t• Research on Radio pages 75 _t• All the News That's Fit to Print--Newspaper Advertising pages 76 _t• Benefits of Newspapers to Advertisers pages 78 _t• Drawbacks of Newspaper Advertising pages 81 _t• Research on Newspapers pages 82 _t• Magazines--An Explosion of Choice pages 83 _t• Benefits of Magazines to Advertisers pages 84 _t• Drawbacks of Magazine Advertising pages 86 _t• Research on Magazines pages 87 _t• Outdoor Billboards and Beyond--From Cairo, Egypt, to Cairo, Illinois pages 87 _t• Benefits of Outdoor Billboards to Advertisers pages 90 _t• Drawbacks of Outdoor Billboard Advertising pages 91 _t• The Internet--The Ultimate Choice pages 92 _t• Benefits of the Internet to Advertisers pages 94 _t• Drawbacks of Internet Advertising pages 95 _t• Research on the Internet pages 96 _t• Which media Should You Use? pages 96 _t• Alternative Forms of Communication pages 97 _t• Summary pages 101 _t• Checklist--Exploring the Major Media pages 101 _t• Chapter 5 Terms, Calculations, and Considerations pages 103 _t• Defining Key Media Terms pages 103 _t• Understanding Ratings pages 103 _t• Reach and Frequency pages 105 _t• Beyond Reach and Frequency pages 107 _t• Calculating Costs pages 110 _t• Category-Specific Criteria pages 111 _t• Summary pages 121 _t• Checklist--Terms, Calculations, and Considerations pages 121 _t• Chapter 6 Creating the Plan pages 123 _t• Target Audience's Use of Media pages 123 _t• Timing of the Plan pages 124 _t• Balancing Reach and Frequency pages 126 _t• Media Models pages 127 _t• Scheduling Your Ads pages 127 _t• Cost Efficiencies pages 129 _t• Tactical Considerations pages 130 _t• Presenting the Plan pages 132 _t• A Media Plan Example pages 133 _t• Summary pages 139 _t• Checklist--Creating the Plan pages 139 _t• Chapter 7 Offering Alternatives pages 140 _t• Spending More Money pages 141 _t• Spending Less Money pages 143 _t• Changing Targets pages 145 _t• Changing Media pages 147 _t• Tests and Translations pages 149 _t• Summary pages 150 _t• Checklist--Offering Alternatives pages 151 _t• Chapter 8 Making the Media Buys pages 152 _t• Merchandising a Magazine Buy pages 152 _t• Getting News Into Newspapers pages 154 _t• Buying Time on Television pages 155 _t• Local TV and Radio Buys pages 159 _t• The Great Outdoors pages 161 _t• Implementing an Internet Buy pages 162 _t• Summary pages 163 _t• Checklist--Making the Media Buys pages 163 _t• Chapter 9 Evaluating the Media Plan pages 165 _t• Preplan Analysis pages 166 _t• Postbuy Analysis pages 167 _t• Custom Research pages 169 _t• Summary pages 170 _t• Checklist--Evaluating the Media Plan pages 170 _t• Appendix A Key Resources pages 171 _t• Appendix B Associations and Sources pages 175 _t• References pages 177 _t• Index pages 181
650		0	_aAdvertising media planning _9101411
650		0	_aMass media and business _9101412
650		0	_aMarketing channels _9101297
830		0	_aLEA's Communication Series;
856			_uhttp://www.netlibrary.com/urlapi.asp?action=summary&v=1&bookid=83860
942			_2lcc _cEKT
999			_c12294 _d12294