The Media Handbook

A Complete Guide to Advertising Media Selection, Planning, Research, and Buying

Author: Helen Katz

Publisher: Taylor & Francis

ISBN: 1134974426

Category: Business & Economics

Page: 232

View: 9818

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, this sixth edition reflects the critical changes in how advertising in various media is planned, bought, and sold by today’s industry professionals. Author Helen Katz looks at the larger marketing, advertising, and media objectives, and follows with an exploration of major media categories, covering paid, owned, and earned media forms, including digital media. 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 the client. Also available is a Companion Website that expands The Media Handbook’s content in an online forum. Here, students and instructors can find tools to enhance course studies such as chapter overviews, PowerPoint slides, and sample questions. With its emphasis on real-world industry practice, The Media Handbook provides an essential introduction to students in advertising, media planning, communication, and marketing. It serves as an indispensable reference for anyone pursuing a career in media planning, buying, and research.
Posted in Business & Economics

The Media Handbook

A Complete Guide to Advertising Media Selection, Planning, Research, and Buying

Author: Helen Katz

Publisher: Routledge

ISBN: 1134974493

Category: Business & Economics

Page: 256

View: 9974

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, this sixth edition reflects the critical changes in how advertising in various media is planned, bought, and sold by today’s industry professionals. Author Helen Katz looks at the larger marketing, advertising, and media objectives, and follows with an exploration of major media categories, covering paid, owned, and earned media forms, including digital media. 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 the client. Also available is a Companion Website that expands The Media Handbook’s content in an online forum. Here, students and instructors can find tools to enhance course studies such as chapter overviews, PowerPoint slides, and sample questions. With its emphasis on real-world industry practice, The Media Handbook provides an essential introduction to students in advertising, media planning, communication, and marketing. It serves as an indispensable reference for anyone pursuing a career in media planning, buying, and research.
Posted in Business & Economics

The Media Handbook

A Complete Guide to Advertising Media Selection, Planning, Research, and Buying

Author: Helen Katz

Publisher: Routledge

ISBN: 1134498144

Category: Business & Economics

Page: 248

View: 4104

The Media Handbook provides a practical introduction to the advertising media planning and buying process. Emphasizing basic calculations along with the practical realities of offering alternatives and evaluating the plan, this fifth edition reflects the critical changes in how media is planned, bought, and sold by today’s industry professionals. Author Helen Katz looks at the larger marketing, advertising, and media objectives, and follows with an exploration of major media categories, including digital media. 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. Also available is a Companion Website that expands The Media Handbook’s content in an online forum. Here, students and instructors can find tools to enhance course studies such as chapter overviews, PowerPoint slides, and sample questions. With its emphasis on real-world industry practice, The Media Handbook provides an essential introduction to students in advertising, media planning, communication, and marketing. It serves as an indispensable reference for anyone pursuing a career in media planning, buying, and research.
Posted in Business & Economics

Advertising Media Planning

A Brand Management Approach

Author: Larry Kelley,Kim Sheehan,Donald W. Jugenheimer

Publisher: Routledge

ISBN: 131751937X

Category: Business & Economics

Page: 352

View: 330

The planning and placement of advertising media is a multibillion dollar business that critically impacts advertising effectiveness. The new edition of this acclaimed and widely adopted text offers practical guidance for those who practice media planning on a daily basis, as well as those who must ultimately approve strategic media decisions. Full of current brand examples, the book is a "must-read" for all who will be involved in the media decision process on both the agency and client side. Its easy-to-read style and logical format make it ideal for classroom adoption, and students will benefit from the down-to-earth approach, and real-world business examples. Several new chapters have been added to the fourth edition, including: International advertising Campaign evaluation The changing role of media planning in agencies, to give the reader a better grounding in the role of media in an advertising and marketing plan today Evaluating media vehicles, filled with up-to-date examples Search engine marketing, and a thorough revision of the chapter on online display advertising to address the increased emphasis on digital media Gaming, and many new examples of the latest digital media with an emphasis on social media, and a new framework for analyzing current and future social media Increased coverage of communication planning Added focus on the importance of media strategy early on in the book Separate chapters for video and audio media (instead of lumping them together in broadcast). This creates a more in-depth discussion of radio in particular An online instructor's manual with PowerPoint slides and sample test questions is available to adopters.
Posted in Business & Economics

Brand Media Strategy

Integrated Communications Planning in the Digital Era

Author: A. Young

Publisher: Springer

ISBN: 1137447710

Category: Business & Economics

Page: 246

View: 2042

Today's sophisticated media landscape offers more tools and platforms, for the savvy marketer than ever before. Media & brand expert Antony Young explores how today's most innovative marketers are meeting the challenge by employing the latest media tools in ways never before seen to grow their brands, and getting unprecedented results.
Posted in Business & Economics

Ratings Analysis

Theory and Practice

Author: James Webster,Patricia Phalen,Lawrence Lichty

Publisher: Routledge

ISBN: 1135603421

Category: Business & Economics

Page: 304

View: 3588

Ratings Analysis: The Theory and Practice of Audience Research provides a thorough and up-to-date presentation of the ratings industry and analysis processes. It serves as a practical guide for conducting audience research, offering readers the to
Posted in Business & Economics

Show Me the Money

Writing Business and Economics Stories for Mass Communication

Author: Chris Roush

Publisher: Routledge

ISBN: 1317282825

Category: Language Arts & Disciplines

Page: 426

View: 2686

Show Me the Money is the definitive business journalism textbook that offers hands-on advice and insights into the job of a business journalist. Chris Roush draws on his experience as both a business journalist and educator to explain how to cover businesses, industry and the economy, as well as where to find sources of information for stories and how to take financial information and make it work for a story. Updates to the third edition include: Inclusion of timely issues related to real estate; Additional examples from websites and other nontraditional business media such as BuzzFeed and Quartz; Tips from professional business journalists including Andrew Ross Sorkin of The New York Times and Jennifer Forsyth of The Wall Street Journal. Essential for both undergraduate and graduate courses in business journalism and professional business journalism newsrooms, Show Me the Money is a must-read for reporters, editors and students who want to learn the ins and outs of how to cover public and private companies. Additional materieals, including a sample syllabus and additional links and tips for students can be found at https://www.routledge.com/products/9781138188389
Posted in Language Arts & Disciplines

Advertising Campaign Strategy: A Guide to Marketing Communication Plans

Author: Donald Parente,Kirsten Strausbaugh-Hutchinson

Publisher: Cengage Learning

ISBN: 1305445120

Category: Business & Economics

Page: 432

View: 8323

How do you orchestrate the next great advertising campaign? Find out with ADVERTISING CAMPAIGN STRATEGY: A GUIDE TO MARKETING COMMUNICATION PLANS. Inside you'll see step-by-step how to take a great idea through the complete advertising process. And because it's focused on campaigns, ADVERTISING CAMPAIGN STRATEGY: A GUIDE TO MARKETING COMMUNICATION PLANS is loaded with the tips you'll need to succeed in the class now and get your project chosen in the future. Important Notice: Media content referenced within the product description or the product text may not be available in the ebook version.
Posted in Business & Economics

Teaching Online

A Practical Guide

Author: Susan Ko,Steve Rossen

Publisher: Routledge

ISBN: 1135055572

Category: Education

Page: 510

View: 8132

Teaching Online: A Practical Guide is an accessible, introductory, and comprehensive guide for anyone who teaches online. The fourth edition of this bestselling resource has been fully revised, maintains its reader-friendly tone, and offers exceptional practical advice, new teaching examples, faculty interviews, and an updated resource section. New to this edition: entire new chapter on MOOCs (massive open online courses); expanded information on teaching with mobile devices, using open educational resources, and learning analytics; additional interviews with faculty, case studies, and examples; spotlight on new tools and categories of tools, especially multimedia. Focusing on the "hows" and "whys" of implementation rather than theory, the fourth edition of Teaching Online is a must-have resource for anyone teaching online or thinking about teaching online.
Posted in Education

Routledge Handbook of Primary Elections

Author: Robert G. Boatright

Publisher: Routledge

ISBN: 1134841779

Category: Political Science

Page: 490

View: 6634

Primary elections have been used for the past century for most U.S. elective offices and their popularity is growing in other nations as well. In some circumstances, primaries ensure that citizens have a say in elections and test the skills of candidates before they get to the general election. Yet primaries are often criticized for increasing the cost of elections, for producing ideologically extreme candidates, and for denying voters the opportunity to choose candidates whose appeal transcends partisanship. Few such arguments have, however, been rigorously tested. This innovative Handbook evaluates many of the claims, positive and negative, that have been made about primaries.?It is organized into six sections, covering the origins of primary elections; primary voters; US presidential primaries; US subpresidential primaries; primaries in other parts of the world; and reform proposals. The Routledge Handbook of Primary Elections is an important research tool for scholars, a resource guide for students, and a source of ideas for those who seek to modify the electoral process.
Posted in Political Science

Sales Promotion Essentials

The 10 Basic Sales Promotion Techniques-- and how to Use Them

Author: Don E. Schultz,William A. Robinson,Lisa Petrison

Publisher: McGraw Hill Professional

ISBN: 9780844233550

Category: Business & Economics

Page: 231

View: 7339

This new edition offers students a solid foundation in sales promotion basics by explaining 10 basic techniques. * Gets students involved by having them create hypothetical promotions based on models of success. * Provides real-life examples to stimulate classroom discussion as students examine and debate real cases. * Discusses the newest innovations in the field.
Posted in Business & Economics

The Routledge Companion to Qualitative Accounting Research Methods

Author: Zahirul Hoque,Lee D. Parker,Mark A. Covaleski,Kathryn Haynes

Publisher: Taylor & Francis

ISBN: 131738024X

Category: Business & Economics

Page: 542

View: 6708

Selecting from the wide range of research methodologies remains a dilemma for all scholars, not least those looking to study the world of accounting. Both established and emerging research methods are frequently advocated, creating a challengingly broad range of choices. Covering a selection of qualitative methodological issues, research strategies and methods, this comprehensive compilation provides an essential guide to the choice and execution of qualitative research approaches in this field. The contributions are grouped into four sections: Worldview and paradigms Methodologies and strategies Data collection methods and analysis Experiencing qualitative field research: personal reflections Edited by leading scholars, with contributions from experts and rising stars, this volume will be essential reading for anyone looking to undertake research in the qualitative accounting field.
Posted in Business & Economics

Improving the Performance of Sponsorship

Author: Ardi Kolah

Publisher: Routledge

ISBN: 1317444701

Category: Business & Economics

Page: 350

View: 1194

Without a doubt, sponsorship is one of the most powerful promotional tools we have in the business of brand creation, brand recognition, and ultimately increasing sales. Moreover, brokering sponsors is a significant business in and of itself, something we often overlook. Considering sponsorship is a $50 billion a year market--and growing--marketers and students of business ignore its potential at the risk of missing hugely lucrative opportunities. To fail to understand sponsorship is to fail to understand marketing. If you're looking for an introduction to this topic, most books available only address sports sponsorship: the largest section of the market perhaps, but by no means the only one. Kolah's Improving the Performance of Sponsorship is a guide that examines all types of sponsorship, clearly explaining and defining its mechanics, advising on how to select the right properties, how to sell sponsorship, ethical issues, measurement and key legal principles. This book is all keen marketers will need for a thorough understanding of how sponsorship works.
Posted in Business & Economics

Media planning workbook

with discussions and problems

Author: William B. Goodrich,Jack Z. Sissors

Publisher: McGraw-Hill Humanities/Social Sciences/Languages

ISBN: 9780844235028

Category: Business & Economics

Page: 206

View: 9050

Help your students master the skills and techniques needed to research, plan, and buy advertising media. By working through carefully constructed exercises, they'll learn how to apply their knowledge of how media are selected and make well-informed media buying decisions. Over 30 assignments, complete with in-depth discussions, cover the entire range of media problems including market analysis, media analysis, and media strategy.
Posted in Business & Economics

Routledge International Handbook of Sexual Addiction

Author: Thaddeus Birchard,Joanna Benfield

Publisher: Routledge

ISBN: 1317274253

Category: Psychology

Page: 468

View: 5528

The concept of sexual addiction has gained increasing recognition in the academic and healthcare communities since the 1990s. It has also captured the attention of the media, where there has been much debate over whether it can truly be described as an addiction. What is certain is that many people struggle with out of control sexual behaviour, which takes over their lives and has harmful consequences for their relationships, careers and finances. The Routledge International Handbook of Sexual Addiction brings together a comprehensive range of perspectives on sexual addiction from a worldwide selection of scholars and therapists. It sets out to define sexual addiction and to study its causes from a range of different psychological perspectives. A series of presentations of sexual addiction are outlined, including internet sexual addiction and the relationship between paraphilias and sex addiction. The handbook considers both individual and group treatment strategies, drawing on a wide range of approaches, including cognitive behavioural therapy, mindfulness and 12-step programmes. The book studies sex addiction in specific populations including women, adolescents and men who have sex with men. Finally, it considers some of the alternative discourses surrounding the concept of sexual addiction. This is the first comprehensive reference book to bring together global viewpoints on advances in research, theory and practice in one volume. This handbook provides an essential guide for academics and students of psychotherapy, counselling, nursing, addiction, sexualities, social work and health and social care, as well as professionals in practice and in training working with sexual addiction and related issues.
Posted in Psychology

Advertising Media Planning, Seventh Edition

Author: Roger Baron,Jack Sissors

Publisher: Mcgraw-hill

ISBN: 9780071703123

Category: Business & Economics

Page: 496

View: 2884

The industry standard for 30 years—updated to include the newest developments in digitization and the three screens of video Apply the latest advertising technologies Build your brand in every medium Create the right budget for each campaign Through six previous editions, Advertising Media Planning has proven essential to the success of both practicing and aspiring media planners. Now in its seventh edition, it continues to provide valuable insight into the construction of media plans that most effectively achieve marketing objectives. Advertising Media Planning, seventh edition, retains all the critical information you need to know about traditional media—including TV, radio, and print--while exploring the latest media forms, illustrated with major advertiser case histories. You’ll find comprehensive coverage of the latest media planning and digital technologies, including: • Organic and sponsored Google search • Digital out-of-home video • Internet banners • Computerized media channel planning • Cell phone mobile-media • DVR’s impact on TV commercial viewing • New online and traditional media measurement technologies • Interactive television • Cross-media planning • Data fusion • International competitive spending analysis This is an exciting time for media planners. Those with the most creativity, strategic insight, and knowledge of the market are sure to find the greatest rewards. Providing firm grounding on the fundamentals and bringing you up to speed on the latest developments in digitization, this updated classic is the best and most complete companion available for navigating the new frontier of media planning.
Posted in Business & Economics

Transcultural Marketing

Author: Marye Tharp

Publisher: Routledge

ISBN: 1317507487

Category: Business & Economics

Page: 416

View: 5176

Because American consumers transmigrate between social identities in expressing their values and affiliations, marketers must apply transcultural marketing methods and offer a cultural values proposition to build long-term customer relationships. This unique book weaves these topics into profiles of 9 influential American subcultures currently shaping their members marketplace choices.
Posted in Business & Economics

Crime and Media

A Reader

Author: Chris Greer

Publisher: N.A

ISBN: 9780415422390

Category: Social Science

Page: 601

View: 3839

This engaging and timely collection gathers together for the first time key and classic readings in the ever-expanding area of crime and media. Accessible yet challenging, and packed with additional pedagogical devices, Crime and Media: A Reader will be an invaluable resource for students and academics studying crime, media, culture, surveillance and control.
Posted in Social Science

Routledge Handbook of European Politics

Author: José M. Magone

Publisher: Routledge

ISBN: 1317628365

Category: Political Science

Page: 984

View: 9965

Since the Treaty of the European Union was ratified in 1993, the European Union has become an important factor in an ever-increasing number of regimes of pooled sovereignty. This Handbook seeks to present a valuable guide to this new and unique system in the twenty-first century, allowing readers to obtain a better understanding of the emerging multilevel European governance system that links national polities to Europe and the global community. Adopting a pan-European approach, this Handbook brings together the work of leading international academics to cover a wide range of topics such as: the historical and theoretical background the political systems and institutions of both the EU and its individual member nations political parties and party systems political elites civil society and social movements in European politics the political economy of Europe public administration and policy-making external policies of the EU. This is an invaluable and comprehensive resource for students, scholars, researchers and practitioners of the European Union, European politics and comparative politics.
Posted in Political Science

Media Flight Plan

Author: Dennis G. Martin,Robert D. Coons

Publisher: N.A

ISBN: 9780615988283

Category:

Page: 160

View: 5888

Media Flight Plan was developed in response to the need for affordable media planning simulations in the university classroom. Professional level media planning software ranges in price from hundreds to thousands of dollars. Media Flight Plan, including both the textbook and the online simulation, sells at or below the average price of a used textbook. MFP provides university students' access to not only realistic simulations of planning software, but also includes access to professional syndicated data like MRI, SRDS, Nielsen data, (all by permission) and other syndicated sources that only large corporations and agencies can afford. Besides the online software simulation, the text includes eight chapters that cover basics like basic math models involved in media buying/planning, and exercises that cover calculation of audience ratings, media share, reach and frequency, and gross rating points. Case studies are included for actual Fortune 500 clients. All cases require students to interpret and apply professional syndicated data and employ the basic methods for writing marketing driven media plans. Both authors, Dennis Martin and Dale Coons, have professional ad agency experience. Coons is executive vice president in a major agency where he directs research, media planning and client development. He is among the most sought-after experts in the field of advertising research. Martin worked on national brands as a copywriter and creative director and co-authored Strategic Advertising Campaigns, a national best-seller for Advertising Age's publishing division. Earning his Ph.D. at University of Illinois, he achieved national and international recognition as a professor of marketing communications.
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