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Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying 8th edition [Pehme köide]

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  • Formaat: Paperback / softback, 228 pages, kõrgus x laius: 229x152 mm, kaal: 160 g, 34 Tables, black and white; 2 Line drawings, black and white; 2 Illustrations, black and white
  • Sari: Routledge Communication Series
  • Ilmumisaeg: 07-Jul-2022
  • Kirjastus: Routledge
  • ISBN-10: 0367775565
  • ISBN-13: 9780367775568
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Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying 8th editionSuurem pilt
  • Formaat: Paperback / softback, 228 pages, kõrgus x laius: 229x152 mm, kaal: 160 g, 34 Tables, black and white; 2 Line drawings, black and white; 2 Illustrations, black and white
  • Sari: Routledge Communication Series
  • Ilmumisaeg: 07-Jul-2022
  • Kirjastus: Routledge
  • ISBN-10: 0367775565
  • ISBN-13: 9780367775568
Teised raamatud teemal:
Teised raamatud sellest sooduspakkumisest: Taylor & Francis humanitaariaraamatud International Student Editions hindadega
Püsilink: https://www.kriso.ee/db/9780367775568.html
Märksõnad:
The eighth edition of The Media Handbook continues to provide a practical introduction to the media planning and buying processes.

Starting with the broader context in which media planning occurs, including a basic understanding of competitive spending and target audiences, the book takes readers through the fundamentals of each media channel, leading to the creation of a media plan. Throughout, concepts and calculations are clearly explained. This new edition reflects the changes in how people consume media today with:





a new chapter on how audiences are defined and created reorganization of the media channel chapters to cover planning and buying together expanded coverage of digital formats in all channels added discussion of measurement completely updated data and examples.

The Media Handbook, Eighth Edition is the ideal text for courses in media planning and buying in advertising/communication departments.

Supplemental online resources for both students and instructors are also available. For students, there is a list of key media associations and chapter overviews. To assist in their course preparation, instructors will find lecture slides, sample test questions, and new sample media planning exercise scenarios with accompanying practice spreadsheets. These resources are available at www.routledge.com/9780367775568, under Support Material.
Exhibits xiv
Foreword xvi
Preface xviii
Acknowledgments xx
Introduction xxi
1 Media in the Big Picture
1(31)
Learning Outcomes
1(1)
What Media Are Out There?
2(1)
The Role of Media in Business
3(1)
How the Media Business Evolves
4(1)
Media Versus Communications
4(1)
The Role of Media in Consumers' Lives
5(1)
How Media Work with Advertising
6(1)
Tasks in Media
7(1)
Media Within Marketing
8(2)
Getting to Know the Consumer
10(1)
Consumers and Brands
10(1)
What Do People Know About the Brand?
11(1)
How to Get to Know Consumers and Brands
11(2)
The Consumer Journey
13(1)
How the Consumer Buys Products
14(2)
When Do People Buy?
15(1)
How Much Do They Buy?
15(1)
Understanding the Marketplace
16(1)
What Are the Competitors Up To?
17(2)
Product Category Trends
17(2)
Interpreting Sales Trends
19(1)
What Should You Measure?
20(4)
Brand Trends
20(2)
Share of Market
22(1)
Share of Requirements
22(2)
Where Is Your Brand Sold?
24(1)
Development Indices
25(3)
Category Development Index
25(1)
Brand Development Index
26(1)
Market Share by Geography
27(1)
Consumers and Media
28(1)
A Word About Budgets
29(1)
Timing and Other Issues
29(1)
Summary
30(2)
2 Media Objectives and Strategies
32(15)
Learning Outcomes
32(1)
How the Marketing Objective Leads to the Media Objective
33(1)
Media and the Advertising Objective
34(1)
Stages of the Consumer Journey
35(3)
Need
35(1)
Awareness
36(1)
Preference
36(1)
Search
36(1)
Selection
37(1)
Purchase and Use
37(1)
Satisfaction
38(1)
Advertising Objectives and the Consumer Journey
38(1)
Media and the Consumer Journey
39(1)
Media Objectives and ROI
40(1)
Establishing Media Objectives
41(3)
Defining the Target Audience
41(2)
Communication Objectives
43(1)
Campaign Timing
44(1)
Category and Brand Dynamics
44(1)
Reach and Frequency
44(1)
Creative Requirements
45(1)
Summary
45(2)
3 From Consumers to Audiences
47(12)
Learning Outcomes
47(1)
Defining the Target Audience
47(2)
Collecting Information on Consumers
49(2)
Reading Survey Cross tabs
51(1)
Tracking Consumer Behavior
52(2)
Context and Audience
54(1)
Turning Consumers into Audiences
54(1)
Audience Measurement
55(1)
Audience-First Approach
56(1)
Summary
57(2)
4 Media Terms and Calculations
59(11)
Learning Outcomes
59(1)
Defining Key Media Terms
59(1)
Understanding Ratings
59(2)
Rating Point
59(1)
Gross Rating Points
60(1)
Gross Impressions
61(1)
Reach and Frequency
61(3)
Reach
61(1)
Frequency
62(1)
Random Duplication
63(1)
Beyond Reach and Frequency
64(2)
Effective Frequency
64(1)
Exposure Distribution
65(1)
Frequency Planning
66(1)
Calculating Costs
66(2)
Cost per Thousand (CPM)
66(1)
Cost per Point
67(1)
Gross Versus Net
67(1)
Summary
68(2)
5 Planning and Buying for Television
70(26)
Learning Outcomes
70(1)
From TV to Video
71(1)
A Television in Every Home
71(10)
Network Television
74(1)
Syndication
75(1)
Spot Television
76(1)
Cable Television
77(2)
Viewing on Demand
79(1)
Connected TV
80(1)
Over the Top Television
80(1)
How Television is Bought: Broadcast
81(2)
Buying Television: The Process
83(1)
Considerations in TV Buying
84(2)
Buying Time on Syndication and Cable
86(1)
How Local TV is Bought
87(2)
Benefits of Television to Advertisers
89(1)
True to Life
89(1)
Most Pervasive
89(1)
Reaching the Masses
89(1)
Digital Targets
90(1)
Drawbacks of Television Advertising
90(3)
Dollars and Sense
90(1)
Cluttering the Airwaves
91(1)
Quick Cuts
91(1)
Placing Spots
91(2)
Research on Television
93(1)
Summary
93(3)
6 Planning and Buying for Audio, Print, and Out-of-Home
96(36)
Learning Outcomes
96(1)
Radio: The "Everywhere" Medium
96(4)
Network Radio
98(1)
Spot Radio
99(1)
Satellite Radio
99(1)
Digital Audio
100(1)
Buying Local Radio
100(1)
Buying Digital Audio
101(1)
Considerations for Radio Advertising
102(1)
Benefits of Radio to Advertisers
103(2)
Local Appeal
103(1)
Format-Driven Audience
104(1)
Imagery Transfer
104(1)
Keeping Costs Down
104(1)
Frequency Builder
105(1)
Radio and ROI
105(1)
Flexible Messages
105(1)
Drawbacks of Radio Advertising
105(1)
In the Background
106(1)
Sound Only
106(1)
Short Message Life
106(1)
Fragmentation
106(1)
Research on Radio
106(1)
All the News That's Fit to Print: Newspapers
107(3)
Newspaper Advertising Revenue
109(1)
Buying Newspapers
110(1)
Considerations for Newspaper Advertising
111(1)
Benefits of Newspapers to Advertisers
112(2)
Wide Reach
112(1)
Timeliness
112(1)
Desirable Audience
113(1)
Impact of Editorial Context
114(1)
Local and Regional Possibilities
114(1)
Drawbacks of Newspaper Advertising
114(1)
Today or Never
114(1)
Active Readers
115(1)
Black and White
115(1)
Research on Newspapers
115(1)
Magazines: An Explosion of Choice
115(1)
Magazines Today
116(2)
Buying Magazines
118(2)
Considerations for Magazine Advertising
120(1)
Benefits of Magazines to Advertisers
121(1)
Upscale and Niche Audiences
121(1)
Getting Engagement
121(1)
Hanging Around
122(1)
Drawbacks of Magazine Advertising
122(1)
Long Planning Cycle
122(1)
Digital Downsizing
122(1)
Research on Magazines
122(1)
Out-of-Home: From Billboards to Everywhere Advertising
123(2)
Buying the Great Outdoors
125(1)
Benefits of Out-of-Home Advertising to Advertisers
126(1)
Big is Better
127(1)
Mobility
127(1)
Diversity
127(1)
Reinforcing the Message
127(1)
Drawbacks of Out-of-Home Advertising
127(1)
Brief Message Exposure
128(1)
Environmental Criticism
128(1)
Research on Out-of-Home Advertising
128(1)
Summary
128(4)
7 Planning and Buying for Digital
132(20)
Learning Outcomes
132(1)
Digital Paid Media: Multiple Choices
132(7)
Digital Display
133(1)
Digital Video
134(2)
Digital Search
136(1)
Paid Social
137(1)
Paid Social Ad Formats
138(1)
Mobile
139(2)
Online Gaming
141(1)
Driving a Digital Buy
141(2)
Considerations for Digital Advertising
143(1)
Benefits of Paid Digital Media to Advertisers
144(1)
Flexibility
144(1)
Targeted Messages
144(1)
Reach
145(1)
Measur ability
145(1)
Drawbacks of Paid Digital Advertising
145(2)
Consumer Irritation
146(1)
Brand Safety
146(1)
Privacy Concerns
146(1)
Measurement Confusion
147(1)
Research on Digital Media
147(1)
Which Paid Media Should You Use?
147(1)
Summary
148(4)
8 Planning and Buying Beyond
152(27)
Learning Outcomes
152(1)
Owned Media: Expanding the Impact of Brands
152(1)
Product Placement
153(1)
Brand Integration
154(2)
Brand Website
156(1)
Sponsorship
157(2)
Influencer Marketing
159(1)
Custom Events
160(1)
Investing in Owned Media
161(1)
Owned Media Measurement
161(1)
Benefits of Owned Media to Advertisers
162(2)
Broader Awareness
162(1)
Endless Creativity
163(1)
Lower Cost
163(1)
Indirect Impact
163(1)
Implied Trust
163(1)
Drawbacks of Owned Media
164(1)
Consumer Irritation
164(1)
Strategic Weakness
164(1)
Lack of Control
164(1)
Measurement Challenges
165(1)
Earned Media: Getting Brand Conversations Going
165(1)
Word of Mouth: Who Says What?
165(1)
Earned Social Media
166(3)
Organic Search
169(1)
Public Relations
169(1)
Earned Media Value
170(1)
Benefits of Earned Media to Advertisers
171(1)
Consumer-Driven Communications
171(1)
Enhanced Brand Value
171(1)
Minimal Cost
172(1)
Drawbacks of Earned Media
172(2)
Lack of Control
172(1)
Weak Measur ability on Impact
173(1)
Questionable Value
173(1)
Which Owned and Earned Media Should You Use?
174(1)
Summary
174(5)
9 Putting the Plan Together
179(29)
Learning Outcomes
179(1)
Connecting the Target Audience to Media
179(1)
Timing of the Plan
180(2)
Balancing Reach and Frequency
182(1)
ROI and A ttribution
183(1)
Scheduling Ads
184(2)
Cost Efficiencies
186(1)
Tactical Considerations
187(2)
Trade Merchandising
187(1)
Consumer Merchandising
188(1)
National-Local Integration
188(1)
Testing
189(1)
Presenting the Plan
189(16)
A Media Plan Example
190(1)
Situation Analysis
191(1)
Marketing Background
191(1)
Competitive Analysis
191(1)
Seasonality
191(1)
Advertising Objectives
192(1)
Media Objectives
192(1)
Media Strategies
193(1)
Television
193(1)
Digital Video
194(1)
Magazines
194(1)
Owned Media: Brand Website
194(1)
Branded Integration
195(1)
Earned Media: Influencers and Social
195(1)
The Final Plan
195(5)
Spending More Money
200(2)
Spending Less Money
202(1)
Changing Targets
203(1)
Changing Media
204(1)
Tests and Translations
205(1)
As It Falls
205(1)
Little America
206(1)
Summary
206(2)
10 Evaluating and Measuring Plans and Buys
208(8)
Learning Outcomes
208(1)
Evaluating the Plan
208(6)
Pre-Plan Analysis
209(1)
Post-Buy Analysis
210(1)
Consumer Research
211(1)
Analytics
212(1)
Structured Testing
213(1)
Market Mix Modeling
213(1)
Multi-Touch Attribution
213(1)
Audience Segmentation
214(1)
Demand Forecasting
214(1)
Summary
214(2)
Appendix A Key Research Resources 216(3)
Appendix B Key Media Organizations 219(3)
Index 222
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, and the University of Illinois.