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.

INTRODUCTION There comes a time when the elastic snaps. When you push yourself to breaking point, and everything crashes down. My breaking point came on a gloomy Monday morning commute in 2015. Sitting in my car, waiting for the lights to change, I looked at two guys in their cars on either side of me. They looked as miserable as I felt. At that moment, I burst into tears. “What the fuck was I doing with my life?” I was unhappy in my personal life and hated my job. I couldn’t see a way out. I was too invested in my career; too old to start again. Looking back, I didn’t know jack shit about building a fitness business. Corporate marketing is one thing. Doing everything from scratch alone in a different industry is another. I didn’t have a creative agency or a multimillion-pound budget. All I had was a Personal Trainer certificate and the ironparadisefitness.com domain name. Nevertheless, I started building my online empire. Or, as I now refer to it, pissing in the wind for two years. I would write lousy articles, post selfies, and wonder why clients weren’t beating down my virtual door. Desperate to carve a way out of corporate life, I vowed not to quit. My business was my obsession. Going out, meeting friends, and taking a break were a rarity. I thought it was the only way to be successful. I became a hermit. A recluse. Like the creepy guy kids fear in horror movies. “That’s Old Man Mitchell from No. 29. He never leaves the house.” “Some say he only goes outside to dispose of the dead bodies.” I wasn’t that bad, but my social life went on ice. I studied nutrition and learned the intricacies of exercise mechanics. I read books and invested in courses on social media, copywriting, and web design. Iron Paradise Fitness had consumed my entire life, and I loved it. It was the fire in my belly I’d been missing. The passion I needed. Although, it did make for awkward conversations on Tinder dates. “What do you like to do in your spare time?” The innocent question would come. “Well, I’m building my own business right now, so that’s my main focus.” “Ah, cool. But what do you like to do for fun?” “Work on my business.” “Yeah, but what about when you’re not doing that?” “I’m either working on my business, thinking about working on my business, or eating.” “Oh!…”

A fully updated edition of the award winning textbook for social media marketing. With new case studies on a number of brands including TikTok, Puma and Nespresso and an updated companion website, this book is a must for anyone studying social media marketing.

With over 300 entries from hundreds of global experts, this is one of the premier marketing reference resources available worldwide. The 6-volume WIEM provides scholars and professionals with an international guide to marketing concepts and applications The far-reaching new developments, challenges and opportunities that have arisen in recent years are fully reflected in the entries Scholars and professionals will enjoy the flexible, multi-level structure, with entries ranging from topics summaries to short essays reviewing areas of development and debate Entries are further extended by sophisticated cross-referencing both among volumes and between encyclopedia entries and external sources The encyclopedia is also available online For ease of reference, the entries are arranged alphabetically within each of the subject volumes. Designed to encompass the scope of modern marketing, the volumes cover: Volume 1: Marketing Strategy Volume 2: Marketing Research Volume 3: Consumer Behavior Volume 4: Advertising and Integrated Communication Volume 5: Product Innovation and Management Volume 6: International Marketing