THE MEDIA HANDBOOK, Second Edition
[Pages:206]THE MEDIA HANDBOOK
LEA's COMMUNICATION SERIES Jennings Bryant and Dolf Zillmann, General Editors
Selected titles include:
Alexander/Owens/Carveth ? Media Economics: Theory and Research, Second Edition
Moore/Farrar/Collins ? Advertising and Public Relations Law
Moore ? Mass Communication Law and Ethics, Second Edition
Reichert/Lambiase ? Sex in Advertising: Perspectives on the Erotic Appeal
Sohn/Wicks/Lacy/Sylvie ? Media Management: A Casebook Approach, Second Edition
Sterling/Bracken/Hill ? Mass Communications Research Resources: An Annotated Guide
For a complete list of titles in LEA's Communication Series, please contact Lawrence Erlbaum Associates, Publishers at .
THE MEDIA HANDBOOK
Second Edition
A Complete Guide to Advertising Media Selection, Planning, Research, and Buying Helen Katz
LAWRENCE ERLBAUM ASSOCIATES, PUBLISHERS
2003 Mahwah, New Jersey
London
This edition published in the Taylor & Francis e-Library, 2008.
"To purchase your own copy of this or any of Taylor & Francis or Routledge's collection of thousands of eBooks please go to eBookstore.tandf.co.uk."
Copyright ? 2003 by Lawrence Erlbaum Associates, Inc. All rights reserved. No part of this book may be reproduced in any form, by photostat, microfilm, retrieval system, or any other means, without prior written permission of the publisher.
Lawrence Erlbaum Associates, Inc., Publishers 10 Industrial Avenue Mahwah, NJ 07430
Cover design by Kathryn Houghtaling Lacey
Library of Congress Cataloging-in-Publication Data
Katz, Helen E. The media handbook / Helen Katz.-- 2nd ed.
p. cm.
Includes bibliographical references and index. ISBN 0-8058-4267-5 (cloth : alk. paper) ISBN 0-8058-4268-3 (pbk. : alk. paper) 1. Advertising media planning. 2. Mass media and business.
3. Marketing channels. I. Title
HF5826.5 .K38 2003 659--dc21
ISBN 1-4106-0755-0 Master e-book ISBN
2002035398 CIP
To my daughters, Stephanie, Caroline, and Vanessa
CONTENTS IN BRIEF
Chapter 1 What Is Media? 1 Chapter 2 Media In The Marketing Context 9 Chapter 3 Developing Optimal Media Objectives 34 Chapter 4 Exploring The Media 50 Chapter 5 Terms, Calculations,
and Considerations 103 Chapter 6 Creating the Plan 123 Chapter 7 Offering Alternatives 140 Chapter 8 Making the Media Buys 152 Chapter 9 Evaluating the Media Plan 165
vii
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