The Media Handbook
Subtitle: a Complete Guide to Advertising Media Selection, Planning, Research, and Buying
Edition: 3rd ed.
Series: LEA's Communication Series; LEA's Communication Series
Publisher: Taylor & Francis Ltd.
Published: 2006
Place of publication: Hoboken
Language: eng
Format: [electronic resource] :
Number of pages: 190
ISBN-13: 9781410613974
Subjects: Marketing channels; Advertising media planning; Mass media and business
Description: Provides a practical introduction to the 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 edition incorporates three topics - consolidation, consumer control, and communication accountability.
Notes: Description based on print version record.
Table of contents: title: Book Cover; Title; Copyright; Contents in Brief; Contents; Preface; Acknowledgments; Introduction; Chapter 1 What Is Media?; Chapter 2 Media in the Marketing Context; Chapter 3 Developing Optimal Media Objectives; Chapter 4 Exploring the Media; Chapter 5 Terms, Calculations, and Considerations; Chapter 6 Creating the Plan; Chapter 7 Offering Alternatives; Chapter 8 Making the Media Buys; Chapter 9 Evaluating the Media Plan; Appendix A: Key Research Resources; Appendix B: Key Media Organizations; References; Index.