The Media Handbook

A Complete Guide to Advertising Media Selection, Planning, Research, and Buying

Author: Helen Katz

Publisher: Taylor & Francis

ISBN: 1134974426

Category: Business & Economics

Page: 232

View: 8488

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 today’s 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 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.

The Media Handbook

A Complete Guide to Advertising Media Selection, Planning, Research, and Buying

Author: Helen Katz

Publisher: Routledge

ISBN: 1134974493

Category: Business & Economics

Page: 256

View: 9639

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 today’s 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 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.

The Media Handbook

A Complete Guide to Advertising Media Selection, Planning, Research, and Buying

Author: Helen Katz

Publisher: Routledge

ISBN: 1134498144

Category: Business & Economics

Page: 248

View: 3423

The Media Handbook provides a practical introduction to the advertising media planning and buying process. Emphasizing basic calculations along with the practical realities of offering alternatives and evaluating the plan, this fifth edition reflects the critical changes in how media is planned, bought, and sold by today’s industry professionals. Author Helen Katz looks at the larger marketing, advertising, and media objectives, and follows with an exploration of major media categories, 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 client. 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.

Advertising Media Planning

A Brand Management Approach

Author: Larry Kelley,Kim Sheehan,Donald W. Jugenheimer

Publisher: Routledge

ISBN: 131751937X

Category: Business & Economics

Page: 352

View: 7549

The planning and placement of advertising media is a multibillion dollar business that critically impacts advertising effectiveness. The new edition of this acclaimed and widely adopted text offers practical guidance for those who practice media planning on a daily basis, as well as those who must ultimately approve strategic media decisions. Full of current brand examples, the book is a "must-read" for all who will be involved in the media decision process on both the agency and client side. Its easy-to-read style and logical format make it ideal for classroom adoption, and students will benefit from the down-to-earth approach, and real-world business examples. Several new chapters have been added to the fourth edition, including: International advertising Campaign evaluation The changing role of media planning in agencies, to give the reader a better grounding in the role of media in an advertising and marketing plan today Evaluating media vehicles, filled with up-to-date examples Search engine marketing, and a thorough revision of the chapter on online display advertising to address the increased emphasis on digital media Gaming, and many new examples of the latest digital media with an emphasis on social media, and a new framework for analyzing current and future social media Increased coverage of communication planning Added focus on the importance of media strategy early on in the book Separate chapters for video and audio media (instead of lumping them together in broadcast). This creates a more in-depth discussion of radio in particular An online instructor's manual with PowerPoint slides and sample test questions is available to adopters.

Brand Media Strategy

Integrated Communications Planning in the Digital Era

Author: A. Young

Publisher: Springer

ISBN: 1137447710

Category: Business & Economics

Page: 246

View: 3544

Today's sophisticated media landscape offers more tools and platforms, for the savvy marketer than ever before. Media & brand expert Antony Young explores how today's most innovative marketers are meeting the challenge by employing the latest media tools in ways never before seen to grow their brands, and getting unprecedented results.

Ratings Analysis

Theory and Practice

Author: James Webster,Patricia Phalen,Lawrence Lichty

Publisher: Routledge

ISBN: 1135603421

Category: Business & Economics

Page: 304

View: 7329

Ratings Analysis: The Theory and Practice of Audience Research provides a thorough and up-to-date presentation of the ratings industry and analysis processes. It serves as a practical guide for conducting audience research, offering readers the to

Advertising Campaign Strategy: A Guide to Marketing Communication Plans

Author: Donald Parente,Kirsten Strausbaugh-Hutchinson

Publisher: Cengage Learning

ISBN: 1305445120

Category: Business & Economics

Page: 432

View: 5201

How do you orchestrate the next great advertising campaign? Find out with ADVERTISING CAMPAIGN STRATEGY: A GUIDE TO MARKETING COMMUNICATION PLANS. Inside you'll see step-by-step how to take a great idea through the complete advertising process. And because it's focused on campaigns, ADVERTISING CAMPAIGN STRATEGY: A GUIDE TO MARKETING COMMUNICATION PLANS is loaded with the tips you'll need to succeed in the class now and get your project chosen in the future. Important Notice: Media content referenced within the product description or the product text may not be available in the ebook version.

What's Black about It?

Insights to Increase Your Share of a Changing African-American Market

Author: Pepper Miller,Herb Kemp

Publisher: Paramount Market Publishing

ISBN: 9780972529099

Category: Business & Economics

Page: 123

View: 7033

At last--in-depth, qualitative insights paint an eye-opening picture of Black culture and the Black lifestyle and how to connect your products and services with Black consumers.What's Black About It? presents historical, psychological, and cultural influences that delve far deeper into the Black experience than the demographics that are at the heart of other ethnic marketing books and market research reports. Now you will be able to break through stereotypes to better understand and relate to African-American consumers.Other ethnic marketing books may include a general chapter or two on Black consumers. What's Black About It? focuses on African-American consumers and engages you with bold graphics, pop-culture sidebars, insights from focus groups, and examples from current advertising and marketing campaigns.

Media planning workbook

with discussions and problems

Author: William B. Goodrich,Jack Z. Sissors

Publisher: McGraw-Hill Humanities/Social Sciences/Languages

ISBN: 9780844235028

Category: Business & Economics

Page: 206

View: 7357

Help your students master the skills and techniques needed to research, plan, and buy advertising media. By working through carefully constructed exercises, they'll learn how to apply their knowledge of how media are selected and make well-informed media buying decisions. Over 30 assignments, complete with in-depth discussions, cover the entire range of media problems including market analysis, media analysis, and media strategy.

Routledge Handbook of European Politics

Author: José M. Magone

Publisher: Routledge

ISBN: 1317628365

Category: Political Science

Page: 984

View: 8647

Since the Treaty of the European Union was ratified in 1993, the European Union has become an important factor in an ever-increasing number of regimes of pooled sovereignty. This Handbook seeks to present a valuable guide to this new and unique system in the twenty-first century, allowing readers to obtain a better understanding of the emerging multilevel European governance system that links national polities to Europe and the global community. Adopting a pan-European approach, this Handbook brings together the work of leading international academics to cover a wide range of topics such as: the historical and theoretical background the political systems and institutions of both the EU and its individual member nations political parties and party systems political elites civil society and social movements in European politics the political economy of Europe public administration and policy-making external policies of the EU. This is an invaluable and comprehensive resource for students, scholars, researchers and practitioners of the European Union, European politics and comparative politics.

Transcultural Marketing

Author: Marye Tharp

Publisher: Routledge

ISBN: 1317507487

Category: Business & Economics

Page: 416

View: 8659

Because American consumers transmigrate between social identities in expressing their values and affiliations, marketers must apply transcultural marketing methods and offer a cultural values proposition to build long-term customer relationships. This unique book weaves these topics into profiles of 9 influential American subcultures currently shaping their members marketplace choices.

Advertising and Promotion

Author: Chris Hackley,Rungpaka Amy Hackley

Publisher: SAGE

ISBN: 1526417723

Category: Business & Economics

Page: 384

View: 5881

Using a wide range of visual examples and case studies, Advertising and Promotion 4th edition introduces the reader to the key concepts, methods and issues and illustrates these with first-hand examples gathered from leading international advertising agencies and brand campaigns. Told from the perspective of the agency, it gives a fun and creative insider view helping the reader to think beyond the client position and understand what it might be like working within an ad agency. Drawing not only from management and marketing research but also from other disciplines such as cultural/media studies and sociology, the authors offer a rounded and critical perspective on the subject to those looking to understand advertising as social phenomenon in addition to its business function and purpose. The new edition has in-depth coverage of online advertising and the role of social media in advertising including metrics and analytics and includes advertising examples by global brands including Adidas, Benetton, BMW, Dove and DeBeers. “Snapshots” bring in aspects of cross-cultural advertising such as Barbie in China. The book is complemented by a companion website featuring a range of tools and resources for lecturers and students, including PowerPoint slides, an instructor’s manual, SAGE journal articles, links to further online resources and author Videos. The textbook is also supported by an author-written blog which keeps readers updated on interesting, topical examples relating to advertising and promotion from current affairs and popular culture: www.hackleyadvertisingandpromotion.blogspot.com. Suitable for Advertising, Marketing and Communications modules at undergraduate or postgraduate level.

Media Flight Plan

Author: Dennis G. Martin,Robert D. Coons

Publisher: N.A

ISBN: 9780615988283

Category:

Page: 160

View: 7322

Media Flight Plan was developed in response to the need for affordable media planning simulations in the university classroom. Professional level media planning software ranges in price from hundreds to thousands of dollars. Media Flight Plan, including both the textbook and the online simulation, sells at or below the average price of a used textbook. MFP provides university students' access to not only realistic simulations of planning software, but also includes access to professional syndicated data like MRI, SRDS, Nielsen data, (all by permission) and other syndicated sources that only large corporations and agencies can afford. Besides the online software simulation, the text includes eight chapters that cover basics like basic math models involved in media buying/planning, and exercises that cover calculation of audience ratings, media share, reach and frequency, and gross rating points. Case studies are included for actual Fortune 500 clients. All cases require students to interpret and apply professional syndicated data and employ the basic methods for writing marketing driven media plans. Both authors, Dennis Martin and Dale Coons, have professional ad agency experience. Coons is executive vice president in a major agency where he directs research, media planning and client development. He is among the most sought-after experts in the field of advertising research. Martin worked on national brands as a copywriter and creative director and co-authored Strategic Advertising Campaigns, a national best-seller for Advertising Age's publishing division. Earning his Ph.D. at University of Illinois, he achieved national and international recognition as a professor of marketing communications.

Integrated Marketing Communication

Creative Strategy from Idea to Implementation

Author: Robyn Blakeman

Publisher: Rowman & Littlefield

ISBN: 1538101068

Category: Business & Economics

Page: 368

View: 4781

Now in its third edition, this comprehensive text offers a classroom-tested, step-by-step approach to the creative processes and strategies for effective integrated marketing communication (IMC). Blakeman covers key areas, from marketing plans, branding/positioning, and creative briefs to copywriting, design, and considerations for each major media format. Throughout, she explores visual and verbal tactics, along with the use of business theory and practices, and how these affect the development of the creative message. This user-friendly introduction walks students through the varied strands of IMC, including advertising, PR, direct marketing, and sales promotion, in a concise and logical fashion.

Routledge Handbook of Primary Elections

Author: Robert G. Boatright

Publisher: Routledge

ISBN: 1134841779

Category: Political Science

Page: 490

View: 9920

Primary elections have been used for the past century for most U.S. elective offices and their popularity is growing in other nations as well. In some circumstances, primaries ensure that citizens have a say in elections and test the skills of candidates before they get to the general election. Yet primaries are often criticized for increasing the cost of elections, for producing ideologically extreme candidates, and for denying voters the opportunity to choose candidates whose appeal transcends partisanship. Few such arguments have, however, been rigorously tested. This innovative Handbook evaluates many of the claims, positive and negative, that have been made about primaries. It is organized into six sections, covering the origins of primary elections; primary voters; US presidential primaries; US subpresidential primaries; primaries in other parts of the world; and reform proposals. The Routledge Handbook of Primary Elections is an important research tool for scholars, a resource guide for students, and a source of ideas for those who seek to modify the electoral process.

Advertising Media Planning, Seventh Edition

Author: Roger Baron,Jack Sissors

Publisher: Mcgraw-hill

ISBN: 9780071703123

Category: Business & Economics

Page: 496

View: 9113

The industry standard for 30 years—updated to include the newest developments in digitization and the three screens of video Apply the latest advertising technologies Build your brand in every medium Create the right budget for each campaign Through six previous editions, Advertising Media Planning has proven essential to the success of both practicing and aspiring media planners. Now in its seventh edition, it continues to provide valuable insight into the construction of media plans that most effectively achieve marketing objectives. Advertising Media Planning, seventh edition, retains all the critical information you need to know about traditional media—including TV, radio, and print--while exploring the latest media forms, illustrated with major advertiser case histories. You’ll find comprehensive coverage of the latest media planning and digital technologies, including: • Organic and sponsored Google search • Digital out-of-home video • Internet banners • Computerized media channel planning • Cell phone mobile-media • DVR’s impact on TV commercial viewing • New online and traditional media measurement technologies • Interactive television • Cross-media planning • Data fusion • International competitive spending analysis This is an exciting time for media planners. Those with the most creativity, strategic insight, and knowledge of the market are sure to find the greatest rewards. Providing firm grounding on the fundamentals and bringing you up to speed on the latest developments in digitization, this updated classic is the best and most complete companion available for navigating the new frontier of media planning.

Routledge International Handbook of Sexual Addiction

Author: Thaddeus Birchard,Joanna Benfield

Publisher: Routledge

ISBN: 1317274253

Category: Psychology

Page: 468

View: 7050

The concept of sexual addiction has gained increasing recognition in the academic and healthcare communities since the 1990s. It has also captured the attention of the media, where there has been much debate over whether it can truly be described as an addiction. What is certain is that many people struggle with out of control sexual behaviour, which takes over their lives and has harmful consequences for their relationships, careers and finances. The Routledge International Handbook of Sexual Addiction brings together a comprehensive range of perspectives on sexual addiction from a worldwide selection of scholars and therapists. It sets out to define sexual addiction and to study its causes from a range of different psychological perspectives. A series of presentations of sexual addiction are outlined, including internet sexual addiction and the relationship between paraphilias and sex addiction. The handbook considers both individual and group treatment strategies, drawing on a wide range of approaches, including cognitive behavioural therapy, mindfulness and 12-step programmes. The book studies sex addiction in specific populations including women, adolescents and men who have sex with men. Finally, it considers some of the alternative discourses surrounding the concept of sexual addiction. This is the first comprehensive reference book to bring together global viewpoints on advances in research, theory and practice in one volume. This handbook provides an essential guide for academics and students of psychotherapy, counselling, nursing, addiction, sexualities, social work and health and social care, as well as professionals in practice and in training working with sexual addiction and related issues.

Advertising Media Workbook and Sourcebook

Author: Larry Kelley,Kim Sheehan,Donald W. Jugenheimer

Publisher: Routledge

ISBN: 1317499409

Category: Business & Economics

Page: 370

View: 3949

This book provides simple explanations of advertising media sources and calculations along with real-world examples of source material from advertising and media companies. Each of the book's 45 concise units opens with a brief text segment, presents sample source materials from actual advertising and media companies, and concludes with hands-on exercises. Compact units cover all key topics including communication planning and media strategies. A media math primer, standard media formulae, media planning checklists, and a glossary of media terms are also included. Designed for practitioners and students, the latest edition includes new exercises with new media formats and digital media and new units devoted to popular social media channels.

Crime and Media

A Reader

Author: Chris Greer

Publisher: N.A

ISBN: 9780415422390

Category: Social Science

Page: 601

View: 9246

This engaging and timely collection gathers together for the first time key and classic readings in the ever-expanding area of crime and media. Accessible yet challenging, and packed with additional pedagogical devices, Crime and Media: A Reader will be an invaluable resource for students and academics studying crime, media, culture, surveillance and control.

Ratings Analysis

Audience Measurement and Analytics

Author: James Webster,Patricia Phalen,Lawrence Lichty

Publisher: Routledge

ISBN: 1136282122

Category: Social Science

Page: 344

View: 3580

This 4th edition of Ratings Analysis describes and explains the current audience information system that supports economic exchange in both traditional and evolving electronic media markets. Responding to the major changes in electronic media distribution and audience research in recent years, Ratings Analysis provides a thoroughly updated presentation of the ratings industry and analysis processes. It serves as a practical guide for conducting audience research, offering readers the tools for becoming informed and discriminating consumers of audience information. This updated edition covers: International markets, reflecting the growth in audience research businesses with the expansion of advertising into new markets such as China. Emerging technologies, reflecting the ever increasing ways to deliver advertising electronically and through new channels (social media, Hulu) Illustrates applications of audience research in advertising, programming, financial analysis, and social policy; Describes audience research data and summarizes the history of audience measurement, the research methods most often used, and the kinds of ratings research products currently available; and Discusses the analysis of audience data by offering a framework within which to understand mass media audiences and by focusing specifically to the analysis of ratings data. Appropriate for all readers needing an in-depth understanding of audience research, including those working in advertising, electronic media, and related industries, Ratings Analysis also has much to offer academics and policy makers as well as students of mass media.