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Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying 7th edition [Minkštas viršelis]

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(Publicis Media)
  • Formatas: Paperback / softback, 258 pages, aukštis x plotis: 229x152 mm, weight: 362 g, 36 Tables, black and white
  • Serija: Routledge Communication Series
  • Išleidimo metai: 21-May-2019
  • Leidėjas: Routledge
  • ISBN-10: 1138352640
  • ISBN-13: 9781138352643
Kitos knygos pagal šią temą:
Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying 7th editionDidesnis paveikslėlis
  • Formatas: Paperback / softback, 258 pages, aukštis x plotis: 229x152 mm, weight: 362 g, 36 Tables, black and white
  • Serija: Routledge Communication Series
  • Išleidimo metai: 21-May-2019
  • Leidėjas: Routledge
  • ISBN-10: 1138352640
  • ISBN-13: 9781138352643
Kitos knygos pagal šią temą:
Pastovi nuoroda: https://www.kriso.lt/db/9781138352643.html
Raktažodžiai:

This seventh edition of 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, it includes updated statistics and coverage of social media, automation, and the continuing digitization of media. It covers over-the-top television, programmatic TV, digital advertising, and the automation of buying across all media. Author Helen Katz provides a continued focus on how planning and buying tie back to the strategic aims of the brand and the client, keeping practitioners and students up to date with current industry examples and practices.

This book continues to be essential reading for students in advertising, media planning, communication and marketing courses and professionals pursuing a career in media planning, buying and research.

The companion website to the book includes resources for both students and instructors. Students have access to flashcards to test themselves on main concepts, a list of key media associations, and template flowchart and formulas. Instructors can find lecture slides and sample test questions to assist in their course preparation.

Prefaces xv
Acknowledgments xix
Introduction xxi
Chapter 1 What Is Media? 1(9)
What Media Are Out There?
2(1)
The Role of Media in Business
3(1)
How the Media Business Has Changed
4(1)
Media Versus Communications
5(1)
The Role of Media in Consumers' Lives
6(1)
How Media Work with Advertising
7(1)
Tasks in Media
8(1)
Summary
9(1)
Chapter 2 Media in the Marketing Context 10(25)
Getting to Know the Consumer
12(6)
Consumers and Brands
12(1)
What Do People Know About the Brand?
13(1)
How to Get to Know Consumers and Brands
13(2)
The Consumer Decision Process
15(1)
How the Consumer Buys Products
16(1)
When Do People Buy?
16(1)
How Much Do They Buy?
17(1)
Understanding the Marketplace
18(1)
What Are the Competitors Up To?
19(8)
Product Category Trends
19(2)
Interpreting Sales Trends
21(2)
What Should You Measure?
23(1)
Brand Trends
23(1)
Share of Market
24(2)
Share of Requirements
26(1)
Where Is Your Brand Sold?
27(4)
Development Indices
27(2)
Category Development Index
28(1)
Brand Development Index
28(1)
Market Share by Geography
29(2)
Consumers and Media
31(1)
A Word About Budgets
31(1)
Timing and Other Issues
32(1)
Summary
32(3)
Chapter 3 Developing Optimal Media Objectives and Strategies 35(17)
How the Marketing Objective Leads to the Media Objective
36(1)
Media and the Advertising Objective
37(1)
Stages of the Consumer Decision Process
37(4)
Need
38(1)
Awareness
39(1)
Preference
39(1)
Search
39(1)
Selection
40(1)
Purchase and Use
40(1)
Satisfaction
40(1)
Advertising Objectives and the Consumer Decision Process
41(1)
Media and the Consumer Decision Process
41(2)
Media Objectives and ROI
43(1)
Establishing Media Objectives
44(6)
Defining the Target Audience
44(4)
Communication Objectives
48(2)
Campaign Timing
49(1)
Category and Brand Dynamics
49(1)
Reach and Frequency
49(1)
Creative Requirements
50(1)
Summary
50(2)
Chapter 4 Exploring the Media, Part 1: Paid 52(46)
Media Versus Communications
53(1)
Media Categories
53(1)
A Television in Every Home
54(11)
Network Television
56(2)
Syndication
58(1)
Spot Television
59(1)
Cable Television
60(3)
Video on Demand and DVRs
63(1)
Connected TV
64(1)
Over the Top (OTT) Television
64(1)
Benefits of Television to Advertisers
65(1)
True to Life
65(1)
Most Pervasive
65(1)
Reaching the Masses
66(1)
Digital Targets
66(1)
Drawbacks of Television Advertising
66(3)
Dollars and Sense
67(1)
Cluttering the Airwaves
67(1)
Quick Cuts
67(1)
Placing Spots
68(1)
Research on Television
69(1)
Radio: The "Everywhere" Medium
69(5)
Network Radio
71(1)
Spot Radio
72(1)
Satellite Radio
72(1)
Streaming Audio
73(1)
Benefits of Radio to Advertisers
74(2)
Local Appeal
74(1)
Format-Driven Audience
74(1)
Imagery Transfer
75(1)
Keeping Costs Down
75(1)
Frequency Builder
75(1)
Radio and ROI
75(1)
Flexible Messages
76(1)
Drawbacks of Radio Advertising
76(1)
In the Background
76(1)
Sound Only
76(1)
Short Message Life
77(1)
Fragmentation
77(1)
Research on Radio
77(1)
All the News That's Fit to Print: Newspapers
77(3)
Newspaper Advertising Revenue
79(1)
Benefits of Newspapers to Advertisers
80(3)
Wide Reach
81(1)
Timeliness
81(1)
Desirable Audience
81(1)
Impact of Editorial Context
82(1)
Local and Regional Possibilities
82(1)
Drawbacks of Newspaper Advertising
83(1)
Today or Never
83(1)
Active Readers
83(1)
Black and White
83(1)
Research on Newspapers
84(1)
Magazines: An Explosion of Choice
84(2)
Magazines Today
85(1)
Benefits of Magazines to Advertisers
86(1)
Upscale and Niche Audiences
86(1)
Getting Attention
86(1)
Hanging Around
87(1)
Drawbacks of Magazine Advertising
87(1)
Long Planning Cycle
87(1)
Digital Downsizing
88(1)
Research on Magazines
88(1)
Outdoor: From Billboards to Everywhere Advertising
88(2)
Benefits of Out-of-Home Advertising to Advertisers
90(2)
Big Is Better
91(1)
Mobility
91(1)
Diversity
91(1)
Reinforcing the Message
91(1)
Drawbacks of Out-of-Home Advertising
92(1)
Brief Message Exposure
92(1)
Environmental Criticism
92(1)
Research on Out-of-Home Advertising
92(1)
Summary
93(5)
Chapter 5 Exploring the Media, Part 2: Paid Digital 98(16)
Digital Paid Media: Multiple Choices
98(6)
Digital Display
99(1)
Digital Video
100(2)
Digital Search
102(1)
Social Media
103(1)
Benefits of Paid Digital Media to Advertisers
104(1)
Flexibility
104(1)
Targeted Messages
104(1)
Reach
104(1)
Measurability
104(1)
Drawbacks of Paid Digital Advertising
105(1)
Consumer Irritation
105(1)
Brand Safety
106(1)
Changing Metrics
106(1)
Research on Digital Media
106(1)
Mobile Marketing: Location, Location
106(2)
Benefits of Mobile Marketing to Advertisers
108(1)
Location Targeting
108(1)
Direct Consumer Response
108(1)
Drawbacks of Mobile Marketing
109(1)
Privacy Concerns
109(1)
Navigation Complexity
109(1)
Research on Mobile Marketing
109(1)
Which Paid Media Should You Use?
110(1)
Summary
111(3)
Chapter 6 Exploring the Media, Part 3: Owned 114(19)
Product Placement: Brand Front and Center
114(1)
Benefits of Product Placement to Advertisers
115(1)
Indirect Impact
115(1)
Lower Cost
116(1)
Drawbacks of Product Placement
116(1)
Appropriateness
116(1)
Brand in Isolation
116(1)
Brand Integration: Expanding the Fit
116(2)
Benefits of Brand Integration to Advertisers
118(1)
Keeping It Relevant
118(1)
Customization
118(1)
Drawbacks of Brand Integration
118(1)
Consumer Irritation
119(1)
Measurement Challenges
119(1)
Brand Website: Beyond the Brand Name
119(1)
Benefits of Brand Website to Advertisers
120(1)
Expanded Communication
120(1)
Low Cost
120(1)
Drawbacks of Brand Website
120(1)
Limited Audience
120(1)
Weak Linkage to Goals
121(1)
Sponsorship: Making Your Mark in the Mind
121(2)
Benefits of Sponsorship to Advertisers
123(1)
Surrounding the Consumer
123(1)
Enhanced Image and Association
123(1)
Drawbacks of Sponsorship
123(1)
Sponsor Mismatch
124(1)
Imprecise Measurement
124(1)
Influencer Marketing: A Bridge to Earned Media
124(1)
Benefits of Influencer Marketing to Advertisers
125(1)
Broader Awareness
126(1)
Implied Trust
126(1)
Drawbacks of Influencer Marketing
126(1)
Lack of Control
126(1)
Consumer Deception
126(1)
Custom Events: Your Brand Only
127(1)
Benefits of Custom Events to Advertisers
128(1)
Endless Creativity
128(1)
Cost Flexibility
128(1)
Drawbacks of Custom Events
128(1)
Strategic Weakness
128(1)
Cool Factor Overload
129(1)
Which Owned Media Should You Use?
129(1)
Summary
129(4)
Chapter 7 Exploring the Media, Part 4: Earned 133(13)
Word of Mouth: Who Says What?
133(1)
Benefits of Word of Mouth to Advertisers
134(1)
Consumer-Driven Communications
134(1)
Minimal Cost
135(1)
Drawbacks of Word of Mouth
135(1)
Lack of Control
135(1)
Weak Measurability
135(1)
Social Media: Who You Know
135(3)
Benefits of Earned Social Media to Advertisers
138(1)
Engaging the Masses
138(1)
Social Coordination
138(1)
Drawbacks of Earned Social Media
138(1)
Questionable Impact
138(1)
Incomplete Signals
139(1)
Creating Valued Content
139(1)
Organic Search: Natural Demand
139(1)
Public Relations: Corporate Influence
140(1)
Benefits of Public Relations to Advertisers
141(1)
Changing Consumer Perception
141(1)
Enhancing Brand Impact
141(1)
Drawbacks of Public Relations
141(1)
Indirect Effects
142(1)
No Free Ride
142(1)
Which Earned Media Should You Use?
142(1)
Summary
143(3)
Chapter 8 Terms, Calculations, and Considerations 146(25)
Defining Key Media Terms
146(1)
Understanding Ratings
146(2)
Rating Point
146(1)
Gross Rating Points
147(1)
Gross Impressions
148(1)
Reach and Frequency
148(3)
Reach
148(2)
Frequency
150(1)
Random Duplication
150(1)
Beyond Reach and Frequency
151(2)
Effective Frequency
151(1)
Exposure Distribution
152(1)
Frequency Planning
152(1)
Calculating Costs
153(2)
Cost per Thousand (CPM)
153(1)
Cost per Point (CPP)
154(1)
Gross Versus Net
154(1)
Category-Specific Criteria
155(13)
Considerations for Television Advertising
155(3)
Considerations for Radio Advertising
158(3)
Considerations for Magazine Advertising
161(3)
Considerations for Newspaper Advertising
164(1)
Considerations for Out-of-Home Advertising
165(1)
Considerations for Digital Advertising
165(1)
Considerations for Owned Media
166(1)
Considerations for Earned Media
167(1)
Summary
168(3)
Chapter 9 Creating the Plan 171(30)
Connecting the Target Audience to Media
171(1)
Timing of the Plan
172(2)
Balancing Reach and Frequency
174(1)
ROI and Attribution
175(2)
Scheduling Ads
177(2)
Cost Efficiencies
179(1)
Tactical Considerations
179(3)
Trade Merchandising
179(1)
Consumer Merchandising
180(1)
National and Local Integration
181(1)
Testing
181(1)
Presenting the Plan
182(1)
A Media Plan Example
183(10)
Situation Analysis
183(1)
Marketing Background
184(1)
Competitive Analysis
184(1)
Seasonality
184(1)
Advertising Objectives
184(1)
Media Objectives
185(1)
Media Strategies
185(3)
Television
185(1)
Digital Media
186(1)
Magazines
186(1)
Owned Media: Brand Website
187(1)
Sponsorship
187(1)
Earned Media: Influencers and Social Media
188(1)
The Final Plan
188(5)
Spending More Money
193(1)
Spending Less Money
194(1)
Changing Targets
195(1)
Changing Media
196(2)
Tests and Translations
198(1)
As It Falls
198(1)
Little America
198(1)
Summary
199(2)
Chapter 10 Beyond the Plan: Media Buys and Plan Evaluations 201(20)
Merchandising a Magazine Buy
201(2)
Getting News into Newspapers
203(1)
The National Television Trade
204(4)
How Television Time Is Bought
206(1)
Buying Time on Syndication and Cable
207(1)
Making It Local with TV and Radio
208(2)
A Note About Buying Digital Audio
210(1)
The Great Outdoors
210(2)
Driving a Digital Buy
212(1)
Investing in Owned Media
213(1)
The Cost of Earned Media
214(1)
Evaluating the Plan
214(1)
Pre-Plan Analysis
215(1)
Post-Buy Analysis
216(1)
Custom Consumer Research
217(1)
Summary
218(3)
Appendix A: Key Research Resources 221(4)
Appendix B: Key Advertising and Media Organizations 225(4)
Index 229
Helen Katz

is Senior Vice President and Global Research Director at Publicis Groupe. She has an extensive professional background in media research and has taught advertising and media planning at Michigan State University, DePaul University, and the University of Illinois.