"The Media Handbook is an indispensable resource for anyone working in media research or advertising. Dr. Katz's book is both comprehensive and up-to-date. She combines the knowledge, sophistication, and attention to detail of an academic with the relevance and perspective of a working professional. If you own one book on media research, this should be it. Michael Vinson, Ph.D., Rentrak Corporation
"The Media Handbook is the perfect companion to class materials for my audience and media contacts class. It provides the essential concepts for understanding the role of media in advertising and illustrates the steps in the planning process. Students particularly enjoy the conversational writing style and illustrative examples. This is one book they choose to keep for their career rather than sell at the end of term." Michelle Nelson, University of Illinois at Urbana-Champaign
"The media course is often intimidating for college students, yet The Media Handbook offers them an engaging and comprehensive glimpse into the world of media that is not overwhelming. I've used the book in my classes for years and will continue to do so. I am especially pleased with the Fourth Edition and the relevant addition of media content that goes `beyond traditional.' Media is a dynamic field and The Media Handbook always offers a contemporary approach that is sure to impact students in the classroom as well as in their future careers." Shannon L. Bichard, Texas Tech University
"Katz's book is like a great navigation map through the changing media environment. Katz's insights and principles provide great values for both media students and professional media planners. I am still referring to the book a lot!" Chang-Hoan Cho, Yonsei University, South Korea
The Media Handbook provides a practical introduction to the complete 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 new topics---consolidation, consumer control, and communication accountability---reflecting the critical changes in how media today are planned, bought, and sold.
Author Helen Katz looks at the larger marketing, advertising, and media objectives, and follows with an exploration of major media categories, including those emerging, such as branded entertainment and viral marketing. She provides a comprehensive analysis of planning and buying, with a continued focus on how those tactical elements tie back to the strategic aims of the brand and client.
This popular text is perfect for advanced students in advertising, media planning/buying, communication, public relations, and marketing, and it also will serve as an informative reference volume for practitioners.
