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

 ................
................

In order to avoid copyright disputes, this page is only a partial summary.

Google Online Preview   Download