The Media Handbook provides an introduction to the complete media planning and buying process. Emphasizing basic media planning and buying calculations along with the practical realities of offering plan alternatives and evaluating the plan, this fourth edition reflects the critical changes in how media today are planned, bought, and sold. Author Helen Katz looks at the larger marketing, advertising, and media objectives, and follows with an exploration of major media categories, including those emerging, such as branded entertainment and viral marketing. 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.

The Media Handbook includes:

examples to provide a better sense of how media planning and buying work in the real world

research studies to give readers additional references for more in-depth information

media terms defined when they are introduced, making readers more comfortable in subsequent discussions

a selection of key resources offered as an appendix for individuals or companies wishing to find out more about a particular service or system.

This popular text is perfect for advanced students in advertising, media planning/buying, communication, public relations, and marketing, and it also will serve as an informative reference volume for practitioners.

Reviews

"The media course is often intimidating for college students, yet The Media Handbook offers them an engaging and comprehensive glimpse into the world of media that is not overwhelming. I've used the book in my classes for years and will continue to do so. I am especially pleased with the Fourth Edition and the relevant addition of media content that goes 'beyond traditional.' Media is a dynamic field and The Media Handbook always offers a contemporary approach that is sure to impact students in the classroom as well as in their future careers."
annon L. Bichard, Texas Tech University

"This is not your typical enormous, pricey textbook. The Media Handbook is the perfect companion to class materials for my audience and media contacts class. It provides the essential concepts for understanding the role of media in advertising and illustrates the steps in the planning process. Students particularly enjoy the conversational (or accessible?) writing style and illustrative examples. This is one book they choose to keep for their career rather than sell at the end of term."

- Michelle Nelson, University of Illinois at Urbana-Champaign

"The Media Handbook is an indispensable resource for anyone working in media research or advertising. Dr. Katz's book is both comprehensive and up-to-date. She combines the knowledge, sophistication, and attention to detail of an academic with the relevance and perspective of a working professional. If you own one book on media research, this should be it."

- Michael Vinson, PhD....