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Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying 6th New edition [Mīkstie vāki]

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  • Formāts: Paperback / softback, 232 pages, height x width: 229x152 mm, weight: 380 g, Medium with sans serif features
  • Sērija : Routledge Communication Series
  • Izdošanas datums: 16-Sep-2016
  • Izdevniecība: Routledge
  • ISBN-10: 1138689165
  • ISBN-13: 9781138689169
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Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying 6th New editionPalielināt
  • Formāts: Paperback / softback, 232 pages, height x width: 229x152 mm, weight: 380 g, Medium with sans serif features
  • Sērija : Routledge Communication Series
  • Izdošanas datums: 16-Sep-2016
  • Izdevniecība: Routledge
  • ISBN-10: 1138689165
  • ISBN-13: 9781138689169
Citas grāmatas par šo tēmu:
Permanent link: https://www.kriso.lv/db/9781138689169.html
Keywords:
The Media Handbook provides a practical introduction to the advertising media planning and buying processes. Emphasizing basic calculations and the practical realities of offering alternatives and evaluating the plan, this sixth edition reflects the critical changes in how advertising in various media is planned, bought, and sold by todays industry professionals. Author Helen Katz looks at the larger marketing, advertising, and media objectives, and follows with an exploration of major media categories, covering paid, owned, and earned media forms, including digital media. 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 the client.



Also available is a Companion Website that expands The Media Handbooks content in an online forum. Here, students and instructors can find tools to enhance course studies such as chapter overviews, PowerPoint slides, and sample questions.



With its emphasis on real-world industry practice, The Media Handbook provides an essential introduction to students in advertising, media planning, communication, and marketing. It serves as an indispensable reference for anyone pursuing a career in media planning, buying, and research.
Foreword xvii
Rishad Tobaccowala
Preface xix
Acknowledgments xxi
Introduction xxiii
Chapter 1 What Is Media? 1(9)
What Media Are Out There?
2(1)
The Role of Media in Business
3(1)
How the Media Business Has Changed
4(1)
Media versus Communications
5(1)
The Role of Media in Consumers' Lives
6(1)
How Media Work with Advertising
6(2)
Tasks in Media
8(1)
Summary
9(1)
Chapter 2 Media in the Marketing Context 10(25)
Getting to Know the Consumer
12(6)
Consumers and Brands
12(1)
What Do People Know about the Brand?
13(1)
How the Media Specialist Gets to Know Consumers and Brands
13(2)
The Consumer Decision Process
15(1)
How the Consumer Buys Products
16(1)
When Do People Buy?
17(1)
How Much Do They Buy?
17(1)
Looking at the Marketplace
18(1)
What Are the Competitors Up To?
19(8)
Product Category Trends
19(2)
Interpreting Sales Trends
21(2)
What Should You Measure?
23(1)
Brand Trends
23(3)
Share of Market
26(1)
Share of Requirements
26(1)
Where Is Your Brand Sold?
27(4)
Development Indices
27(2)
Market Share
29(2)
Consumers and Media
31(1)
A Word about Budgets
31(1)
Timing and Other Issues
32(1)
Summary
33(1)
Checklist: Media in the Marketing Context
33(1)
Notes
34(1)
Chapter 3 Developing Optimal Media Objectives and Strategies 35(18)
How the Marketing Objective Leads to the Media Objective
36(1)
Media and the Advertising Objective
37(4)
Need
37(1)
Awareness
38(1)
Preference
39(1)
Search
39(1)
Selection
39(1)
Purchase and Use
40(1)
Satisfaction
40(1)
Advertising Objectives and the Consumer Decision Process
41(1)
Media and the Consumer Decision Process
41(2)
Consumers, Brands, and Media
43(1)
Media Objectives and ROI
44(1)
Establishing Media Objectives
44(7)
Defining the Target Audience
45(3)
Communication Objectives
48(2)
Creative Requirements
50(1)
Summary
51(1)
Checklist: Developing Optimal Media Objectives and Strategies
51(2)
Chapter 4 Exploring the Media, Part 1: Paid 53(62)
Media versus Communications
54(1)
Media Categories
54(1)
A Television in Every Home
55(8)
Network Television
58(1)
Syndication
59(1)
Spot Television
60(1)
Cable Television
60(3)
Satellite Television
63(1)
IPTV
63(1)
Television on Demand and Everywhere
64(2)
Benefits of Television to Advertisers
66(1)
True to Life
66(1)
The Most Pervasive Medium
66(1)
Reaching the Masses
67(1)
Drawbacks of Television Advertising
67(2)
Dollars and Sense
67(1)
Quick Cuts
68(1)
Cluttering the Airwaves
s68
Placing Spots
68(1)
Research on Television
69(1)
Radio: The "Everywhere" Medium
70(4)
Network Radio
71(1)
Spot Radio
72(1)
Satellite Radio
73(1)
Digital Audio
73(1)
Benefits of Radio to Advertisers
74(3)
Local Appeal
74(1)
Reaching the Right Audience
74(1)
Imagery Transfer
75(1)
Keeping Costs Down
75(1)
Building Frequency
75(1)
Radio and Purchasing
76(1)
Flexible Messages
76(1)
Drawbacks of Radio Advertising
77(1)
In the Background
77(1)
Sound Only
77(1)
Short Message Life
77(1)
Fragmentation
77(1)
Research on Radio
78(1)
All the News That's Fit to Print: Newspapers
79(3)
Newspaper Advertising Revenue
81(1)
Benefits of Newspapers to Advertisers
82(2)
Wide Reach
82(1)
Timeliness
83(1)
Desirable Audience
83(1)
Impact of Editorial Context
84(1)
Local and Regional Possibilities
84(1)
Drawbacks of Newspaper Advertising
84(2)
Today or Never
85(1)
Active Readers
85(1)
Black and White
85(1)
Research on Newspapers
86(1)
Magazines: An Explosion of Choice
86(2)
Magazines Today
86(2)
Benefits of Magazines to Advertisers
88(1)
Upscale and Niche Audiences
88(1)
Getting Attention
88(1)
Hanging Around
89(1)
Drawbacks of Magazine Advertising
89(1)
Long Planning Cycle
89(1)
Reaching Readers
90(1)
Research on Magazines
90(1)
Yellow Pages: From Print to Local Search
90(1)
Benefits of Yellow Pages to Advertisers
91(1)
Consumer Selection
91(1)
Measurable Response
91(1)
Drawbacks of Yellow Pages Advertising
92(1)
Clutter
92(1)
Infrequent Usage
92(1)
Outdoor Billboards and Out-of-Home Advertising: From Cairo, Egypt, to Cairo, Illinois
92(3)
Benefits of Out-of-Home Advertising
95(1)
Big Is Better
95(1)
Mobility
95(1)
Reaching Ethnic Groups
95(1)
Reinforcing the Message
96(1)
Drawbacks of Out-of-Home Advertising
96(1)
Brief Message Exposure
96(1)
Environmental Criticism
96(1)
Research on Out-of-Home Advertising
97(1)
Digital Display/Search/Online Video/Social Media: Multiple Choices
97(5)
Digital Display
98(1)
Online Video
99(1)
Online Search
100(1)
Social Media
101(1)
Benefits of Paid Digital Advertising
102(1)
Flexibility
102(1)
Targeted Message
102(1)
Reach
103(1)
Measurability
103(1)
Drawbacks of Paid Digital Advertising
103(2)
Consumer Irritation
104(1)
Clutter
104(1)
Changing Metrics
104(1)
Research on the Internet
105(1)
Mobile: Location, Location
105(2)
Benefits of Mobile Marketing to Advertisers
107(1)
Location Targeting
107(1)
Direct Consumer Response
107(1)
Drawbacks of Mobile Marketing to Advertisers
108(1)
Privacy
108(1)
Consumer Irritation
108(1)
Which Paid Media Should You Use?
108(1)
Summary
109(1)
Checklist: Exploring Paid Media
110(1)
Notes
111(4)
Chapter 5 Exploring the Media, Part 2: Owned 115(16)
Product Placement: Putting the Brand Front and Center
115(1)
Benefits of Product Placement to Advertisers
116(1)
Indirect Impact
116(1)
Lower Cost
117(1)
Drawbacks of Product Placement to Advertisers
117(1)
Appropriateness
117(1)
Brand in Isolation
117(1)
Brand Integration: Expanding the Fit
117(2)
Benefits of Brand Integration for Advertisers
119(1)
Keeping It Relevant
119(1)
Customizing for the Brand
119(1)
Drawbacks of Brand Integration for Advertisers
120(1)
Consumer Irritation
120(1)
Measurement Challenges
120(1)
Brand Website: Beyond the Brand Name
120(1)
Benefits of Brand Website for Advertisers
121(1)
Expanded Communication
121(1)
Low Cost
121(1)
Drawbacks of Brand Website for Advertisers
121(1)
Limited Audience
121(1)
Weak Linkage to Goals
122(1)
Sponsorship: Making Your Mark in the Mind
122(2)
Benefits of Sponsorship to Advertisers
124(1)
Surrounding the Consumer
124(1)
Enhanced Image and Associations
125(1)
Drawbacks of Sponsorship to Advertisers
125(1)
Sponsor Mismatch
125(1)
Imprecise Measurement
125(1)
Custom Events: Your Brand Only
125(1)
Benefits of Custom Events to Advertisers
126(1)
Endless Creativity
126(1)
Cost Flexibility
127(1)
Drawbacks of Custom Events to Advertisers
127(1)
Strategic Weakness
127(1)
Cool Factor Overload
127(1)
Summary
127(1)
Checklist: Exploring Owned Media
128(1)
Notes
128(3)
Chapter 6 Exploring the Media, Part 3: Earned 131(13)
Word of Mouth: Who Says What?
131(1)
Benefits of Word of Mouth to Advertisers
132(1)
Consumer-Driven Communications
132(1)
Minimal Cost
133(1)
Drawbacks of Word of Mouth to Advertisers
133(1)
Lack of Control
133(1)
Weak Measurability
133(1)
Social Networks: Who You Know
133(2)
Benefits of Earned Social Media to Advertisers
135(1)
Engaging the Masses
136(1)
Social Coordination
136(1)
Drawbacks of Earned Social Media to Advertisers
136(1)
Questionable Impact
136(1)
Creating Valued Content
137(1)
Organic Search
137(1)
Public Relations
137(1)
Benefits of Public Relations
138(1)
Changing Consumer Perception
139(1)
Enhancing Brand Impact
139(1)
Drawbacks of Public Relations
139(1)
Indirect Effects
139(1)
No Free Ride
139(1)
Which Media Should You Use?
140(1)
Summary
141(1)
Checklist: Exploring Earned Media
141(1)
Notes
142(2)
Chapter 7 Terms, Calculations, and Considerations 144(24)
Defining Key Media Terms
144(1)
Understanding Ratings
144(2)
Rating Point
144(1)
Gross Rating Points
145(1)
Gross Impressions
146(1)
Reach and Frequency
146(3)
Reach
146(1)
Frequency
147(1)
Random Duplication
148(1)
Beyond Reach and Frequency
149(2)
Effective Frequency
149(1)
Exposure Distribution
150(1)
Frequency Planning
151(1)
Calculating Costs
151(2)
Cost per Thousand (CPM)
151(1)
Cost per Point (CPP)
152(1)
Gross versus Net
152(1)
Category-Specific Criteria
153(12)
Considerations for Television Advertising
153(3)
Considerations for Radio Advertising
156(2)
Considerations for Magazine Advertising
158(3)
Considerations for Newspaper Advertising
161(1)
Considerations for Out-of-Home Advertising
162(1)
Considerations for Digital Advertising
163(1)
Considerations for Owned Media
164(1)
Considerations for Earned Media
165(1)
Summary
165(1)
Checklist: Terms, Calculations, and Considerations
166(1)
Notes
167(1)
Chapter 8 Creating the Plan 168(29)
Target Audience's Use of and Relationship to Media
168(1)
Timing of the Plan
169(2)
Balancing Reach and Frequency
171(1)
ROI and Media Models
172(1)
Scheduling Your Ads
173(2)
Cost Efficiencies
175(1)
Tactical Considerations
176(3)
Trade Merchandising
176(1)
Consumer Merchandising
177(1)
National-Local Integration
178(1)
Testing
178(1)
Presenting the Plan
179(1)
A Media Plan Example
180(9)
Situation Analysis
180(1)
Marketing Background
180(1)
Advertising Objectives
181(1)
Media Objectives
181(1)
Media Strategies
182(2)
The Final Plan
184(5)
Spending More Money
189(2)
Spending Less Money
191(1)
Changing Targets
192(1)
Changing Media
193(1)
Tests and Translations
194(1)
As It Falls
195(1)
Little America
195(1)
Summary
195(1)
Checklist: Creating the Plan
196(1)
Note
196(1)
Chapter 9 Making the Media Buys 197(14)
Merchandising a Magazine Buy
197(2)
Getting News into Newspapers
199(1)
The Television Trade
199(4)
How Television Time Is Bought
201(1)
Buying Time on Syndication and Cable
202(1)
Making It Local with TV and Radio
203(2)
A Note about Buying Digital Audio
205(1)
The Great Outdoors
205(1)
Driving a Digital Buy
206(1)
Investing in Owned Media
207(1)
The Cost of Earned Media
208(1)
Summary
208(1)
Checklist: Making the Media Buys
209(1)
Note
210(1)
Chapter 10 Evaluating the Media Plan 211(6)
Pre-Plan Analysis
212(1)
Post-Buy Analysis
213(1)
Custom Consumer Research
214(1)
ROI Impact
215(1)
Summary
216(1)
Checklist: Evaluating the Media Plan
216(1)
Appendix A: Key Research Resources 217(4)
Appendix B: Key Media Organizations 221(6)
Index 227
Helen Katz is Senior Vice President and Global Research Director for Publicis Media. She has an extensive professional background in media research and has taught advertising and media planning at Michigan State University and the University of Illinois.