The media handbook : a complete guide to advertising media selection, planning, research, and buying

xix, 185 p

ill

24 cm

Includes bibliographical references (p. 177-180) and index

Electronic reproduction, Boulder, Colo : NetLibrary, 2003

What Is Media? : What Media Are Out There? ; The Role of Media in Business ; Media Versus Communications ; The Role of Media in Consumers' Lives ; How Media Work with Advertising ; Tasks in MediaMedia in the Marketing Context : Getting to Know the Consumer ; Looking at the Marketplace ; What Are the Competitors Up To? ; Where Is Your Brand Sold? ; A Word About Budgets ; Timing and Other Issues -- Developing Optimal Media Objectives : how the Marketing Objective Leads to the Media Objective ; Media and the Advertising Objective ; Advertising Objectives and the Consumer Decision Process ; Media and the Consumer Decision Process ; Establishing Media Objectives ; Checklist: Developing Optimal Media Objectives -- Exploring the Media : Media Versus Communications ; Media Categories ; A Television in Every Home ; New Forms of Television ; Benefits of Television to Advertisers ; Drawbacks of Television Advertising ; Research on Television ; Radio: The "Everywhere" Medium ; Benefits of Radio to Advertisers ; Drawbacks of Radio Advertising ; Research on Radio ; All the News That's Fit to Print: Newspaper Advertising ; Benefits of Newspaper Advertisers ; Drawbacks of Newspaper Advertising ; Research on Newspapers ; Magazines: An Explosion of Choice ; Benefits of Magazines to Advertisers ; Drawbacks of Magazine Advertising ; Research on Magazines ; Outdoor Billboards and Beyond: From Cairo, Egypt, to Cairo, Illinois ; Benefits of Outdoor Billboards to Advertisers ; Drawbacks of Billboard Advertising ; Research on the Internet ; Which Media Should You Use? ; Alternative Forms of Communication ; Checklist: Exploring the Major Media -- Terms, Calculations, and Considerations : Defining Key Media Terms ; Understanding Ratings ; Reach and Frequency ; Beyond Reach and Frequency ; Calculating Costs ; Category-Specific Criteria ; Checklist: Terms, Calculations, and Considerations -- Creating the Plan : Target Audience's Use of Media ; Timing of the Plan ; Balancing Reach and Frequency ; Media Models ; Scheduling Your Ads ; Cost Efficiencies ; Tactical Considerations ; Presenting the Plan ; A Media Plan Example ; Checklist: Creating the Plan -- Offering Alternatives : Spending More Money ; Spending Less Money ; Changing Targets ; Changing Media ; Tests and Translations ; Checklist: Offering Alternatives -- Making the Media Buys : Merchandising a Magazine Buy ; Getting News Into Newspapers ; Buying Time on Television ; Local TV and Radio Buys ; The Great Outdoors ; Implementing an Internet Buy ; Checklist: Making the Media Buys -- Evaluating the Media Plan : Preplan Analysis ; Postbuy Analysis ; Custom Research ; Checklist: Evaluating the Media Plan.

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