The Media Handbook

Chapter 1 What Is Media? What Media Are Out There? The Role of Media in Business How the Media Business Has Changed Media Versus Communications The Role of Media in Consumers' Lives How Media Work with Advertising Tasks in Media Summary Chapter 2 Media in the Marketing Context Getting to Know the Consumer Looking at the Marketplace What Are the Competitors Up To? Where Is Your Brand Sold? Consumers and Media A Word About Budgets Timing and Other Issues Summary Checklist-Media in the Marketing Context Chapter 3 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 Consumers, Brands, and Media Media Objectives and ROI Establishing Media Objectives Summary Checklist-Developing Optimal Media Objectives Chapter 4 Exploring the Media - Part 1: Traditional Media vs. Communications - Media Categories A Television in Every Home Television Becomes Video 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 Newspapers to 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-From Cairo, Egypt, to Cairo, Illinois Benefits of Outdoor Billboards to Advertisers Drawbacks of Outdoor Billboard Advertising Internet - The Ultimate Choice - INCLUDES SEARCH Benefits of Internet to Advertisers Drawbacks of Internet to Advertisers Research on Internet Which Media Should You Use? Summary Checklist-Exploring the Major Media Chapter 5 Exploring the Media - Part 2: Beyond Traditional Yellow Pages: When Your Fingers Do the Typing Benefits of Yellow

Helen Katz is Senior Vice President and Director of Research for Starcom Mediavest Group. She has an extensive professional background in media research and has taught advertising and media planning at Michigan State University, University of Illinois, Northwestern University, and Bradley University.