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The Media Handbook


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Table of Contents


1. What Is Media?

2. Media in the Marketing Context

3. Developing Optimal Media Objectives and Strategies

4. Exploring the Media Part 1-Paid

5. Exploring the Media Part 2-Paid Digital

6. Exploring the Media: Owned

7. Exploring the Media: Earned

8. Terms, Calculations, and Considerations

9. Creating the Plan

10. Beyond the Plan: Media Buys and Plan Evaluations


About the Author

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

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