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

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Helen Katz (Publicis Media)

The Media Handbook

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

Helen Katz (Publicis Media)

$137

Paperback

Forthcoming
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English

Routledge
07 April 2025

Social & cultural history; Media studies; Advertising; Media, information & communication industries; Press & journalism

Series: Routledge Communication Series

Now in its 9th edition, The Media Handbook introduces students to the media planning and buying process with a concise and industry-informed approach.

The book takes readers through the fundamentals of each media channel, leading to the creation of a media plan. This edition features a revised and expanded chapter on digital media for both planning and buying (including programmatic), with additional material on artificial intelligence, the metaverse and augmented/virtual reality, and streaming. It also includes more charts and tables to provide additional visual appeal and understanding. Newly updated data, more international brand examples, and a summary of key media calculations round out this thoroughly updated edition.

This text remains ideal for courses in media planning and buying in advertising and mass communication departments.

Supplemental online resources for both students and instructors are also available. To assist in their course preparation, instructors will find lecture slides and sample test questions while students will benefit from chapter overviews and new sample media planning exercise scenarios with accompanying practice spreadsheets. Please visit www.routledge.com/9781032671369.

By: Helen Katz (Publicis Media)
Imprint: Routledge
Country of Publication: United Kingdom
Edition: 9th edition
Dimensions: Height: 229mm, Width: 152mm,
ISBN: 9781032671369
ISBN 10: 103267136X
Series: Routledge Communication Series
Pages: 220
Publication Date: 07 April 2025
Audience: College/higher education , Professional and scholarly , Primary , Undergraduate
Format: Paperback
Publisher's Status: Forthcoming

Foreword 1. Media in the Big Picture 2. Media Objectives and Strategies 3. From Consumers to Audiences 4. Media Terms and Calculations 5. Planning and Buying for Television 6. Planning and Buying Digital 7. Planning & Buying for Audio, Print, and Out-of-Home 8. Planning and Buying Beyond 9. Putting the Plan Together 10. Evaluating and Measuring Plans and Buys

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, New York University, and the University of Illinois.

Reviews for The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying

“The Media Handbook is a top practical text for everyone who wants to get a proper understanding of key media planning processes. I can highly recommend it to any students and/or media planning professionals.” Bjoern Asmussen, Oxford Brookes University, UK