Also available is a Companion Website that expands The Media Handbook’s 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.
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Helen Katz is Senior Vice President and Director of Research for Starcom MediaVest Group. 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.
1 Today’s Definition of Media
2 Media in the Marketing Context
3 Developing Media Objectives and Strategies
4 Exploring the Media, Part 1: Paid
5 Exploring the Media, Part 2: Earned
6. Exploring the Media, Part 3: Owned
7 Terms, Calculations, and Considerations
8 Creating the Plan, Considering Alternatives
9 Making the Buys
10 Evaluating the Media Plan and Looking Ahead
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