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: 4663

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.
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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: 4895

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.
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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: 1520

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.
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Handbook of Children and the Media

Author: Dorothy G. Singer,Jerome L. Singer

Publisher: SAGE

ISBN: 1412982421

Category: Social Science

Page: 803

View: 5532

Cyber-bullying, sexting, and the effects that violent video games have on children are widely discussed and debated. With a renowned international group of researchers and scholars, the Second Edition of the Handbook of Children and the Media covers these topics, is updated with cutting-edge research, and includes comprehensive analysis of the field for students and scholars. This revision examines the social and cognitive effects of new media, such as Facebook, Twitter, YouTube, Skype, iPads, and cell phones, and how children are using this new technology. This book summarizes the latest research on children and the media and suggests directions for future research. This book also attempts to provide students with a deliberate examination of how children use, enjoy, learn from, and are advantaged or disadvantaged by regular exposure to television, new technologies, and other electronic media.
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Handbook of the media in Asia

Author: Shelton A. Gunaratne

Publisher: Sage Publications Pvt. Ltd

ISBN: 9780761994275

Category: Language Arts & Disciplines

Page: 722

View: 1379

This volume provides a fresh look at the media in Asia. It complements the work of the Euromedia Research Group on the media in Western Europe, and supplements with updated information earlier works on the media in Asia and its sub-regions. While providing a predominantly Asian interpretation of Asian media, the handbook is not in disharmony with Western interpretation. The Handbook draws together contributions from over thirty experts, which have been placed within the customary division of Asia into South, Southeast, and East.
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The Alternative Media Handbook

Author: Kate Coyer,Tony Dowmunt,Alan Fountain

Publisher: Routledge

ISBN: 113675573X

Category: Social Science

Page: 368

View: 1368

This book offers an overview of global alternative media activity, before moving on to provide information about alternative media production and how to get involved in it.
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The Social Media Handbook for Financial Advisors

How to Use LinkedIn, Facebook, and Twitter to Build and Grow Your Business

Author: Matthew Halloran,Crystal Thies

Publisher: John Wiley & Sons

ISBN: 1118240863

Category: Business & Economics

Page: 304

View: 6721

Expert advice for financial advisors looking to make the most of social media platforms Social media is everywhere. 3.5 billion pieces of content are shared on Facebook each week, 22 million professionals are networking on LinkedIn, and 140 million tweets are posted every day. The opportunities these platforms present for financial advisors are huge, but most advisors have no idea how to use them to build bigger, stronger client bases. The Social Media Handbook for Financial Advisors: How to Use Facebook, Twitter, and LinkedIn to Build and Grow Your Business shows how to make the most of these new tools, offering invaluable advice about how to connect with potential clients in the twenty first century. For most advisors, converting prospects into clients is their top priority, and social media presents incredible opportunities for sealing the deal. Sales don't happen because clients are impressed by complicated charts, they happen because they're impressed by your social media presence, and by properly understanding how to make these new platforms work for you, you'll be positioned to see your business boom. Designed to teach financial advisors how to use social media to better market their services to attract new clients and referrals Presents expert communication advice from top financial advisor coach Matthew Halloran Categorizes communicators in a unique new way Teaches financial advisors how to use social media in new, highly effective ways that they've never even considered An essential resource for wealth managers and financial advisors looking to amplify their marketing message and raise their visibility in a crowded marketplace, The Social Media Handbook for Financial Advisors is the only book you need to make yourself heard.
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Handbook on the Economics of the Media

Author: Robert G Picard,Steven S Wildman

Publisher: Edward Elgar Publishing

ISBN: 0857938894

Category: Business & Economics

Page: 416

View: 3688

Media industries and services present a complex set of challenges to economic analysis: challenges made more difficult by the technological changes that have been transforming the media sector. Research on the economics of media has made major advances
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Handbook of Sports and Media

Author: Arthur A. Raney,Jennings Bryant

Publisher: Routledge

ISBN: 1135257345

Category: Language Arts & Disciplines

Page: 656

View: 7047

This distinctive Handbook covers the breadth of sports and media scholarship, one of the up-and-coming topics bridging media entertainment, sports management, and popular culture. Organized into historical, institutional, spectator, and critical studies perspectives, this volume brings together the work of many researchers into one quintessential volume, defining the full scope of the subject area. Editors Arthur Raney and Jennings Bryant have recruited contributors from around the world to identify and synthesize the research representing numerous facets of the sports-media relationship. As a unique collection on a very timely topic, the volume offers chapters examining the development of sports media; production, coverage, and economics of sports media; sports media audiences; sports promotion; and race and gender issues in sports and media. Unique in its orientation and breadth, the Handbook of Sports and Media is destined to play a major role in the future development of this fast-growing area of study. It is a must-have work for scholars, researchers, and graduate students working in media entertainment, media psychology, mass media/mass communication, sports marketing and management, popular communication, popular culture, and cultural studies.
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The Handbook of Children, Media and Development

Author: Sandra L. Calvert,Barbara J. Wilson

Publisher: John Wiley & Sons

ISBN: 1444336940

Category: Language Arts & Disciplines

Page: 634

View: 8308

This volume contains 25 essays that present the latest research on how children use and are influenced by various mass media, but also on the business models underlying the industry and an array of possible policies and interventions designed to protect children. The editors draw upon experts in the fields of developmental psychology, developmental science, communication, and medicine to provide an authoritative, comprehensive look at the empirical research on media and media policies within the field.
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The Media Addict's Handbook

Restoring the Quality of Life in the Great Age of Mediation

Author: Jeff Einstein

Publisher: Jpeinstein

ISBN: 9780615888842

Category: Communication

Page: 186

View: 9556

In The Media Addict's Handbook digital pioneer Jeff Einstein describes how an indisputable super-addiction to all things media and all things digital has emerged in recent years as the default condition of American life, the rule rather than the exception, and how - like any other addiction to any other narcotic - it steals our time and money and freedom, compromises the quality of our lives in all possible ways and sits imperiously as moderator and potentate over all of our most important individual and collective debates. Important not only for how it exposes our super-addiction to all things media and all things digital to the bone, The Media Addict's Handbook also offers a proven step-by-step program -- including an immensely powerful suite of remedial tools -- designed to help readers restore and reclaim the quality of life in what Einstein calls the Great Age of Mediation.
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The Social Media Handbook for PR Professionals

Author: CIPR (Chartered Institute of Public Relations)

Publisher: John Wiley & Sons

ISBN: 1118404874

Category: Business & Economics

Page: 264

View: 4445

Share This is a practical handbook to the biggest changes taking place in the media and its professions by the Chartered Institute of Public Relations (CIPR) Social Media Panel. The book was conceived and written by more than 20 public relations practitioners representing a cross-section of public, private and voluntary sector expertise using many of the social tools and techniques that it addresses. The book is split into 26 chapters over eight topic areas covering the media and public relations industry, planning, social networks, online media relations, monitoring and measurement, skills, industry change and the future of the industry. It’s a pragmatic guide for anyone that works in public relations and wants to continue working in the industry. Share This was edited by Stephen Waddington with contributions from: Katy Howell, Simon Sanders, Andrew Smith, Helen Nowicka, Gemma Griffiths, Becky McMichael, Robin Wilson, Alex Lacey, Matt Appleby, Dan Tyte, Stephen Waddington, Stuart Bruce, Rob Brown, Russell Goldsmith, Adam Parker, Julio Romo, Philip Sheldrake, Richard Bagnall, Daljit Bhurji, Richard Bailey, Rachel Miller, Mark Pack, and Simon Collister.
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The Digital Media Handbook

Author: Andrew Dewdney,Peter Ride

Publisher: Routledge

ISBN: 1135077150

Category: Language Arts & Disciplines

Page: 432

View: 5857

The new edition of The Digital Media Handbook presents an essential guide to the historical and theoretical development of digital media, emphasising cultural continuity alongside technological change, and highlighting the emergence of new forms of communication in contemporary networked culture. Andrew Dewdney and Peter Ride present detailed critical commentary and descriptive historical accounts, as well as a series of interviews from a range of digital media practitioners, including producers, developers, curators and artists. The Digital Media Handbook highlights key concerns of today’s practitioners, analysing how they develop projects, interact and solve problems within the context of networked communication. The Digital Media Handbook includes: Essays on the history and theory of digital media Essays on contemporary issues and debates Interviews with digital media professionals A glossary of technical acronyms and key terms.
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Violence in the Media

A Reference Handbook

Author: Nancy Signorielli

Publisher: ABC-CLIO

ISBN: 1851096043

Category: Reference

Page: 263

View: 6811

From the popular video game Mortal Kombat to reality TV, this book offers a candid compilation of the history, problems, impacts, and solutions relating to media violence. * A chronology dating back to the Payne Fund Studies, published in the 1930s, outlines congressional hearings and other pertinent events * Provides information about relevant organizations and websites that can be used by parents for more detailed information about television violence and how to deal with it in the home
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The Oxford Handbook of American Public Opinion and the Media

Author: Robert Y. Shapiro,Lawrence R. Jacobs

Publisher: OUP Oxford

ISBN: 0199673020

Category: Political Science

Page: 816

View: 8297

With engaging new contributions from the major figures in the fields of the media and public opinion The Oxford Handbook of American Public Opinion and the Media is a key point of reference for anyone working in American politics today.
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The Social Media Handbook

Author: Jeremy Hunsinger,Theresa M. Senft

Publisher: Routledge

ISBN: 1135949743

Category: Social Science

Page: 192

View: 3980

The Social Media Handbook explores how social media are changing disciplinary understandings of the internet and our everyday lives. In addition to person-to-person social networking services like Facebook and Twitter, this volume considers a broad range of networked information services that support in-depth social interaction, community formation, and collaboration in the Web 2.0 era. Rather than considering social media in terms of specific technologies, the chapters in this book engage topics across a range of research, techniques, practices, culture and society, and theories. These broader topics—including community, gender, fandom, disability, and journalism—are entryways through which students and faculty can explore ways of thinking about social media and find new paradigms for analysis. Contributors:Axel Bruns, Francesca Coppa, Katie Ellis, Gerard Goggin, Alexander Halavais, Andrew Herman, Jeremy Hunsinger, Angus Johnston, Alice Marwick, Safiya Umoja Noble, Zizi Papacharissi, Toni Sant, Theresa Senft
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The SAGE Handbook of Media Processes and Effects

Author: Robin L. Nabi,Mary Beth Oliver

Publisher: SAGE

ISBN: 1412959969

Category: Language Arts & Disciplines

Page: 643

View: 2812

The study of media effects is one of the most central to the discipline of communication and encompasses a vast array of theoretical perspectives, methodological tools, and application to important social contexts. In light of this importance - as well as the rapid changes in the media environment that have occurred during the past 20 years - this Handbook of media effects theorizing and research explores where media effects research has been over the past several decades, and, equally important, where it would be most fruitful to go in the years ahead. In addition to providing a comprehensive framework for those interested in media effects, the Handbook also emphasizes the changing nature of the media landscape. Thus, new technologies not only provide new venues for research, but they also represent challenges to many existing media effects theories (that were formulated prior to the widespread adoption of the Internet). The contemporary diversity of the field and its research is seen in chapters addressing sociological, cultural, and organizational approaches and in chapters on specific approaches, domains, and context-related effects. Throughout the Handbook and within each chapter, authors address the following issues: (1) historical context on theory development/area of study; (2) theory explication and theoretical developments through to the present; (3) typical method of study/research approach/moderators; (4) conceptualization of the audience; (5) the impact of new media environments; (6) criticismsntroversies; and (7) directions for future research. Section I: Begins with an overview of the field, conceptualization of media effects, and the editors'' goals for the volume and then focuses on the range of methodologies (both quantitative and qualitative methods) used in the study of media effects. Section II: Focuses on dominant theoretical approaches in the media effects area from a more societal perspective. Included here are some of the most dominant theoretical perspectives in the media effects realm (i.e., cultivation, agenda setting, framing) that relate to broad-reaching effects of both entertainment and news programming. The section then focuses on related theories that, though less developed, have received significant attention in the literature. To expand the horizon of this Handbook, a chapter on Cultural Studies in included to engage more qualitative views of media''s societal effects. Section III: Focuses on issues of message selection and processing that are central to the mass media literature. These chapters cut across application contexts. For examples, the emotion chapter touches on entertainment, persuasion, and children''s media; the Social Influence/Environmental Aspects chapter includes issues of co-viewing in families, among peers, etc. Section IV: Refelcts a dominant trend in media effects literature - that related to persuasion and learning - and traces its theoretical perspectives (including major theories of persuasion and especially social cognitive theory) through the various contexts in which media have such effects, such as health, advertising, media literacy, and the like. Section V: Explores the contexts and audiences that have been traditional foci of media effects research - violence, children, body image, video games, sports, etc. In each chapter authors address the theories most applicable to those contexts, further expaning the theoretical offerings of this Handbook. The focus on how this sort of research is typically conducted methodologically and how it will need to change in light of new technologies and media advances make these chapters unique. Section VI: Expands on existing work by focusing on a concern central and unique to the communication discipline - message medium - and how it influences effects ranging from what messages are attended to (e.g., formal features), how we spend our time (e.g., displacement effects), and even how we think (e.g., medium theory).
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The Handbook of Mass Media Ethics

Author: Lee Wilkins,Clifford G. Christians

Publisher: Routledge

ISBN: 1135594597

Category: Language Arts & Disciplines

Page: 416

View: 2420

This Handbook encapsulates the intellectual history of mass media ethics over the past twenty-five years. Chapters serve as a summary of existing research and thinking in the field, as well as setting agenda items for future research. Key features include: up-to-date and comprehensive coverage of media ethics, one of the hottest topics in the media community 'one-stop shopping' for historical and current research in media ethics experienced, top-tier editors, advisory board, and contributors. It will be an essential reference on media ethics theory and research for scholars, graduate students, and researchers in media, mass communication, and journalism.
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Handbook of Media Economics

Author: Simon P. Anderson,Joel Waldfogel,David Stromberg

Publisher: Elsevier

ISBN: 0444636951

Category: Business & Economics

Page: 796

View: 2875

Handbook of Media Economics provides valuable information on a unique field that has its own theories, evidence, and policies. Understanding the media is important for society, and while new technologies are altering the media, they are also affecting our understanding of their economics. Chapters span the large scope of media economics, simultaneously offering in-depth analysis of particular topics, including the economics of why media are important, how media work (including financing sources, institutional settings, and regulation), what determines media content (including media bias), and the effects of new technologies. The volumes provide a powerful introduction for those interested in starting research in media economics. Helps academic and non-academic economists understand recent rapid changes in theoretical and empirical advances, in structural empirical methods, and in the media industry's connection with the democratic process Presents the only detailed summary of media economics that emphasizes political economy, merger policy, and competition policy Pays special attention to the economic influences of the Internet, including developments in social media, user-generated content, and advertising, as well as the Internet's effects on newspapers, radio, and television
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Routledge Handbook of Media Law

Author: Monroe E. Price,Stefaan G. Verhulst,Libby Morgan

Publisher: Routledge

ISBN: 0415683165

Category: BUSINESS & ECONOMICS

Page: 594

View: 5497

Featuring specially commissioned chapters from experts in the field of media and communications law, this book provides an authoritative survey of media law from a comparative perspective. The handbook does not simply offer a synopsis of the state of affairs in media law jurisprudence, rather it provides a better understanding of the forces that generate media rules, norms, and standards against the background of major transformations in the way information is mediated as a result of democratization, economic development, cultural change, globalization and technological innovation. The book addresses a range of issues including: Media Law and Evolving Concepts of Democracy Network neutrality and traffic management Public Service Broadcasting in Europe Interception of Communication and Surveillance in Russia State secrets, leaks and the media A variety of rule-making institutions are considered, including administrative, and judicial entities within and outside government, but also entities such as associations and corporations that generate binding rules. The book assesses the emerging role of supranational economic and political groupings as well as non-Western models, such as China and India, where cultural attitudes toward media freedoms are often very different. Monroe E. Price is Director of the Center for Global Communication Studies at the Annenberg School for the University of Pennsylvania and Joseph and Sadie Danciger Professor of Law and Director of the Howard M. Squadron Program in Law, Media and Society at the Cardozo School of Law. Stefaan Verhulst is Chief of Research at the Markle Foundation. Previously he was the co-founder and co-director, with Professor Monroe Price, of the Programme in Comparative Media Law and Policy (PCMLP) at Oxford University, as well as senior research fellow at the Centre for Socio Legal Studies. Libby Morgan is the Associate Director of the Center for Global Communication Studies at the Annenberg School for the University of Pennsylvania.
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