The Media Handbook

A Complete Guide to Advertising Media Selection, Planning, Research, and Buying
9. Auflage 2025
ISBN: 978-1-032-69832-8
Verlag: Taylor & Francis Ltd

Buch, Englisch, 240 Seiten, Format (B × H): 152 mm x 229 mm, Gewicht: 600 g

Reihe: Routledge Communication Series

Now in its 9th edition, The Media Handbook introduces students to the media planning and buying process with a concise and industry-informed approach.

The book takes readers through the fundamentals of each media channel, leading to the creation of a media plan. This edition features a revised and expanded chapter on digital media for both planning and buying (including programmatic), with additional material on artificial intelligence, the metaverse and augmented/virtual reality, and streaming. It also includes more charts and tables to provide additional visual appeal and understanding. Newly updated data, more international brand examples, and a summary of key media calculations round out this thoroughly updated edition.

This text remains ideal for courses in media planning and buying in advertising and mass communication departments.

Supplemental online resources for both students and instructors are also available. To assist in their course preparation, instructors will find lecture slides and sample test questions while students will benefit from chapter overviews and new sample media planning exercise scenarios with accompanying practice spreadsheets. Please visit www.routledge.com/9781032671369.

Zielgruppe

Postgraduate, Professional Practice & Development, and Undergraduate Advanced

Autoren/Hrsg.

Katz, Helen

Fachgebiete

• Sozialwissenschaften Medien- und Kommunikationswissenschaften Kommunikationswissenschaften
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Werbung
• Wirtschaftswissenschaften Wirtschaftssektoren & Branchen Medien-, Informations und Kommunikationswirtschaft

Inhaltsverzeichnis

Introduction  1. Media in the Big Picture  2. Media Objectives and Strategies  3. From Consumers to Audiences  4. Media Terms and Calculations  5. Planning and Buying for Television  6. Planning and Buying Digital  7. Planning & Buying for Audio, Print, and Out-of-Home  8. Planning and Buying Beyond  9. Putting the Plan Together 10. Evaluating and Measuring Plans and Buys

Über Autor(innen)

Helen Katz is Executive Vice President, Research, at Publicis Media. She has an extensive professional background in media research and has taught advertising and media planning at Michigan State University, DePaul University, New York University, and the University of Illinois.