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The Media Handbook


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Table of Contents

Foreword - Rishad Tobaccowala Preface Acknowledgments Introduction 1 Today's Definition of Media 2 Media in the Marketing Context 3 Developing Media Objectives and Strategies 4 Exploring the Media, Part 1: Paid 5 Exploring the Media, Part 2: Owned 6. Exploring the Media, Part 3: Earned 7 Terms, Calculations, and Considerations 8 Creating the Plan, Considering Alternatives 9 Making the Buys 10 Evaluating the Media Plan and Looking Ahead Appendix A: Key Research Resources Appendix B: Key Media Organizations Notes Index

About the Author

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

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