The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying (Volume in Lea's Communication Series)

206 Pages·2003·0.99 MB·English

by  Helen Katz

T
HE
M
EDIA
H
ANDBOOK
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 www.erlbaum.com.
T
HE
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EDIA
H
ANDBOOK
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 www.eBookstore.tandf.co.uk.”
Copyright © 2003 by Lawrence Erlbaum Associates, Inc.
Allrightsreserved.Nopartofthisbookmaybereproducedin
anyform,byphotostat,microfilm, retrievalsystem,or any
othermeans,withoutpriorwrittenpermissionofthepublisher.
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—dc212002035398
CIP
ISBN 1-4106-0755-0 Master e-book ISBN
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
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CONTENTS
Foreword xiii
Preface xv
Introduction xix
Chapter 1 What Is Media? 1
What Media Are Out There? 2
The Role of Media in Business 3
Media Versus Communications 4
The Role of Media in Consumers’Lives 4
How Media Work With Advertising 5
Tasks in Media 7
Summary 7
Chapter 2 Media in the Marketing Context 9
Getting to Know the Consumer 11
Looking at the Marketplace 17
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