The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying
New York; London: Routledge, 8th ed. (2022), xix, 228 pp.
Contains tables, directory, index
Other editions: 2nd ed. 2003, 3rd ed. 2006; 4th ed. 2010; 5th ed. 2014, 6th ed. 2016, 7th ed. 2019, 9th ed. 2025
Signature commbox: 10-PR-E 2022
"The eighth edition of The Media Handbook continues to provide a practical introduction to the media planning and buying processes. Starting with the broader context in which media planning occurs, including a basic understanding of competitive spending and target audiences, the book takes readers through the fundamentals of each media channel, leading to the creation of a media plan. Throughout, concepts and calculations are clearly explained. This new edition reflects the changes in how people consume media today with: a new chapter on how audiences are defined and created reorganization of the media channel chapters to cover planning and buying together; expanded coverage of digital formats in all channels; added discussion of measurement; completely updated data and examples." (Publisher description)
1 Media in the Big Picture, 1
2 Media Objectives and Strategies, 32
3 From Consumers to Audiences, 47
4 Media Terms and Calculations, 59
5 Planning and Buying for Television, 70
6 Planning and Buying for Audio, Print and Out-of-Home, 96
7 Planning and Buying for Digital, 132
8 Planning and Buying Beyond, 152
9 Putting the Plan Together, 179
10 Evaluating and Measuring Plans and Buys, 208
Appendix A: Key Research Resources, 216
Appendix B: Key Media Organizations, 219
2 Media Objectives and Strategies, 32
3 From Consumers to Audiences, 47
4 Media Terms and Calculations, 59
5 Planning and Buying for Television, 70
6 Planning and Buying for Audio, Print and Out-of-Home, 96
7 Planning and Buying for Digital, 132
8 Planning and Buying Beyond, 152
9 Putting the Plan Together, 179
10 Evaluating and Measuring Plans and Buys, 208
Appendix A: Key Research Resources, 216
Appendix B: Key Media Organizations, 219
