Customer Reviews:
More of an introduction than a handbook.......2006-01-10
OK as a starter, for someone who knows zero about media, but falls short of the mark for anyone who is a practitioner in a media-related industry. The first 100 pages are spent on "context" which might be helpful for readers who know nothing about marketing either (Ms. Katz feels it necessary to tell us what the 4Ps are...), but this leaves very little for anyone who actually needs to DO media buying, planning or research.
The Media Handbook a Handy Reference to Media Planning.......2003-06-19
Helen Katz' The Media Handbook is an easy to follow guide which will help a wide range of marketing/advertising students and practicioners gain a basic understanding of the media planning process. I feel comfortable making this observation as a former media planning executive at DDB Chicago advertising agency and now as instructor teaching two media planning courses at Loyola University Chicago.
This book begins with chapters on "What is Media" and "Media in the Marketing Context" then moves through the steps of the media planning process before it concludes with chapters on media buying and media plan evaluation/accountability. It provides a good overview of media planning yet spares the reader exhaustive explanations of media terminology and media math calculations found in may college media textbooks.
Author Katz has authored this 3rd Edition to stay current with the rapidly changing media environment. To a reasonable extent, she has succeeded although today's digital media technology changes are occuring at such a breakneck pace that any media textbook is somewhat out of date a week after it has been written.
A broad cross section of the marketing/advertising community will find The Media Handbook to be a useful reference source in understanding the role of media planning in the marketing communications process.
Product Description
The Media Handbook provides a practical introduction to the complete media planning and buying process. Emphasizing basic media planning and buying calculations along with the practical realities of offering plan alternatives and evaluating the plan, this third edition incorporates three new topics—consolidation, consumer control, and communication accountability—reflecting the critical changes in how media today are planned, bought, and sold. Author Helen Katz looks at the larger marketing, advertising, and media objectives, and follows with an exploration of major media categories, including those emerging, such as branded entertainment and viral marketing. 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. The Media Handbook includes: *numerous examples to provide a better sense of how media planning and buying work in the real world; *examples of research studies to give readers additional references for more in-depth information; *media terms defined when they are introduced, making readers more comfortable in subsequent discussions; and *a selection of key resources offered as an appendix for individuals or companies wishing to find out more about a particular service or system. This popular text is perfect for advanced students in advertising, media planning/buying, communication, public relations, and marketing, and it also will serve as an informative reference volume for practitioners.
Customer Reviews:
Introduction to Advertising Media.......2000-08-25
This book is more catered to readers who have no background on the media. It is more informational than instructional. It's great if you are looking into learning about how the media works per se but not if you are concerned about effectively positioning your products in the market. All in all, this is a great REFERENCE to keep.
Book Description
A new word has been introduced into the global language bank—and this stylish book is its debut. A richly nuanced collection of text and imagery, sisomo: the future on screen is a book to conquer hearts and set minds spinning with questions. For business, reaching consumers has become a challenge on the scale of climbing Mount Everest. The mass market is splitting like an Arctic ice shelf, the media is fragmenting—and brands have taken a big hit. This environment presents an unavoidable conundrum for marketers and advertisers as they struggle to find new ways to work. Television, once the shining knight of emotional messaging, is suffering deeply as networks scramble to retain audiences. A radical shift is also occurring in the relationship between consumers and the media. Where consumers were once passive in the face of the mass market, they are now savvy individuals wired into the greatest information network the world has ever known. Like it or not, says Kevin Roberts, author of the hugely successful Lovemarks: the future beyond brands, "Creating emotional relationships with the Consumer is the business challenge of the century." Enter sisomo—sight, sound, and motion, the combination that made television the most powerful selling tool ever invented. As Kevin Roberts has always said, "There are three keys to the Consumer's heart—Mystery, Sensuality, and Intimacy. Well, here are three more." Global ideas company Saatchi & Saatchi, experts in the heady combination of the senses, have put sisomo to work on television for decades. Now they are unleashing it in the new world of the Screen Age: on computers, mobile phones, PDAs, in-store displays, and sports stadiums; on screens on the sides of buildings, screens that glow in the corner of our eye. This book is both entertaining and challenging, brief and profound. It is for everyone who ever thrilled over a car chase or wept over a motherless deer. Its conclusion? Content that engages with sight, sound, and motion is the only way to cut through media fragmentation and connect with today's savvy consumers.
Customer Reviews:
You either get it or you don't........2007-01-05
And if you don't, you never will.
Thinking about the future means changing how you think. That's something few are capable of doing - and fewer still are willing to do. The current marketing establishment has a vested interest in the status quo - recycling the same tired techniques using the same worn-out channels. What was Sisomo 20 years ago isn't today.
It's tempting to say that if you're over 20, you'll never get it - but that's a cop out. Even a 50-year-old like me can get it - not by pretending to be 20 again, but remembering what the world looks like to someone who sees with open eyes rather than the establishment's shades du jour.
A new way of thinking.......2007-01-03
Kevin Roberts really impacted the way I view communication and the dynamic that sight, sound and motion provide. He also made me quit thinking about computers, cell phones and televisions as separate entities. The convergence of simply communication through "screens" is a powerful concept.
I don't get it.......2006-10-23
This book was suggested by amazon to me as relating to writing effective web copy and web marketing.
However, I found it difficult to understand and it did not give too many suggestions on web marketing, so I was dissappointed. I already knew the new media - web 2.0 stuff (youtube, myspace, blogs, forums, etc.) exists and is taking away from old style media (TV, radio, etc.).
This booked seemed to only state the obvious that advertising and marketing has changed dramatically. You need to learn how to market using the new media. Find a book that teaches you how to use the new stuff rather than a book that just tells you that it exists.
I can say one thing for the book. It does look cool and have cool photos. It would be nice on your coffee table and impress visitors because they will not understand it and will think that you do. I moved it from one to two stars for look and coolness.
Great Book on Advertising and Media Excellence!.......2006-09-24
I would highly recommend this book to anyone involved in the broadcast media. Great insights!
A book well worth your time.......2006-04-22
Never heard of sisomo? Well, Roberts created that word, an abbreviation for sight, sound and motion. What I really love is that he gave us the word because new ideas need new words. In a world where we're already blasted by color and noise every day, Roberts believes it's not only possible, but necessary, to use sisomo effectively to communicate with others.
That's why much of the book is about the screen and our fascination with it -- not only the TV and computer screen, but also the cell phone, the iPod, the kiosk and the in-store sales experience. The next time you see a billboard, he says, imagine a screen instead.
I got through the book not knowing how to pronounce sisomo. But a check of the web site www.sisomo.com lets you know almost immediately that it's SISS-uh-moh. So there you go.
"We need to converge on one idea: making emotional connections with people," writes Roberts, the CEO Worldwide of the New York-based Saatchi & Saatchi, Ideas Company.
To make emotional connections, you need stories. Storytelling. Sisomo makes the leap from ancient times when all history was passed down in stories to modern times when the best way to communicate is to use sisomo to tell great stories. Roberts says the storyteller will be one of a company's most important employees in the 21st century, because without great stories and great storytelling, there will be no emotional connection -- hence, no good connection at all, with audiences and individuals.
Read Roberts' book. Look at it, too, because it sparkles with visuals as well as words. It has sisomo; it's so compelling that you can hear it even without sound. It should inspire anyone interested in making communication more powerful.
With this online review I want to make a small contribution to helping Roberts launch the word sisomo in 2006. He's way ahead of most of us. It's up to the rest of us to listen, understand and respond. Today.
It's why I love Roberts' periodic lists of "Five things to do tomorrow." Such as: "Talk to young people about how they use their mobile devices. Better still, listen to them."
Amazon.com
Now that Americans are dividing up into militias and staking out a few acres of inviolable homeland, perhaps it's time to ask how the country came to be so deeply fragmented. Joseph Turow points to the ways that the techniques of "target marketing" by advertising agencies exploited and exacerbated existing fissures in U.S. society. Turow is too subtle a thinker to believe that advertising is responsible for the differences between people, but he makes a strong case that the way those differences have been used to distinguish different markets for different products has, simply by defining and presenting various subcultures, furthered those differences. This vicious cycle of targeting and producing target markets is analyzed both historically and politically to show the difficult effects of assuming that Americans are not united, except against each other.
Book Description
Combining shrewd analysis of contemporary practices with a historical perspective, Breaking Up America traces the momentous shift that began in the mid-1970s when advertisers rejected mass marketing in favor of more aggressive target marketing. Turow shows how advertisers exploit differences between consumers based on income, age, gender, race, marital status, ethnicity, and lifesyles.
"An important book for anyone wanting insight into the advertising and media worlds of today. In plain English, Joe Turow explains not only why our television set is on, but what we are watching. The frightening part is that we are being watched as we do it."—Larry King
"Provocative, sweeping and well made . . . Turow draws an efficient portrait of a marketing complex determined to replace the 'society-making media' that had dominated for most of this century with 'segment-making media' that could zero in on the demographic and psychodemographic corners of our 260-million-person consumer marketplace."—Randall Rothenberg, Atlantic Monthly
Customer Reviews:
Good Book.......2005-12-01
I recently read this book. It has a great history of the advertising agency. Many of the ways in which the author thinks shed light on the recent history of advertising. A few of the chapters in the second half of the book are outdated now, since it was predicting the future. For instance, the predictions of the internet "newsgroups" will be big for establishing communities of users, could be converted into blogs. The last chapter is good on the tribalism of advertising. I would suggest the first few chapters and the last chapter to anyone who wants to understand what is going on and will continue for the next decade or so as advertising changes to favor the consumer.
This book rocks........1999-01-28
Great book. Actually, it was recommended by Amazon as I was unfamiliar with the author, but very interested in the topic. If you are in media, communications or marketing this book analyzes the industry in a very granular way - like looking under the hood. However, Turow does not get so lost in detail, he brings the big picture into focus suggesting the cultural implications of market segmentation, database marketing, media audience packaging and the rise of niche content media like cable TV, magazines and of course the Internet. Transient echoes of Marshall MacLuhan and Tony Shwartz's concept of narcissism. There's passive reference to Peppers & Rodgers concept of image tribes - what happens when everyone's information and entertainment is personalized or filtered by agents, i.e. media effectively throwing up a mirror? Great for marketers, but it does have major socio-political implications. Turow has done a great deal of primary research interviewing people from all aspects of the business. 100% all beef.
Product Description
Sex in Consumer Culture: The Erotic Content of Media and Marketing considers the use of sex to promote brands, magazines, video games, TV programming, music and movies. Offering both quantitative and qualitative perspectives from leading scholars in a variety of disciplines, this volume addresses a range of integral issues such as media promotion, gender differences and representation, racial representations, appeals to gay and lesbian communities, interpretive analyses, historical perspectives, content analyses, and case studies. Chapters represent diverse perspectives, addressing such questions as: What happens when sexual content created for adults reaches children? What meaning do sexual words and images have within the contexts of sporting events, trade shows, video games, personal ads, or consumer Web sites? How might erotic content created for 21st-century audiences evoke racial or gender stereotypes of ages past, and how do these stereotypes affect human relationships? What effects might sex-tinged images have on audiences and where should the focus be for new effects research? Where are the current boundaries between pornography and mainstream sexual depictions? Exploring sexual information as it is used in mass media to sell products and programs, Sex in Consumer Culture is an important collection, and it will be of great interest for scholars and students in advertising, marketing, media promotion, persuasion, mass communication & society, and gender studies.
Book Description
Examines and evaluates conflicting claims about advertising's effects on prices, industry concentration, product innovation, brand loyalty, and demand.
Book Description
Using Qualitative Research in Advertising: Strategies, Techniques and Applications is the first book to discuss both theory and application of qualitative research techniques as they relate specifically to advertising research. Designed for those currently, working in the advertising industry and for those contemplating advertising careers, this book
includes discussions on interviewing, projective techniques and online applications positioned within a theoretical context of the value of qualitative research. Practical information on applying results to practical processes such as writing a creative brief or conducting an online focus group are included, as is an overview of real world constraints faced by advertising researchers.
Using Qualitative Research in Advertising:
- Gives an overview of qualitative research theory
- Lists the key terms and definitions
- Provides exercises to practice and hone skills
- Evaluates new technology in research practice
Average customer rating:
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Research in Media Promotion (Lea's Communication Series)
Manufacturer: Lawrence Erlbaum
ProductGroup: Book
Binding: Hardcover
 Advertising
| Marketing & Sales
| Business & Investing
| Subjects
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General Broadcasting
| Radio
| Entertainment
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General
| Television
| Entertainment
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General
| Foreign Languages
| Reference
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General
| Arts & Photography
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General
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General
| Communication
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All Titles
| Qualifying Textbooks - Fall 2007
| Stores
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ASIN: 080583382X |
Book Description
Eastman has assembled this exemplary volume to spotlight media promotion and to examine current research on the promotion of television and radio programs. The studies included here explore various types of promotion and use widely differing methods and approaches, providing a comprehensive overview of promotion research activities. Chapters include extensive literature reviews, original research, and discussion of research questions for subsequent study.
Research in Media Promotion serves as a benchmark for the current state of promotion research and theory, and establishes the role of promotion as a primary factor affecting audience size. Appropriate for coursework and study in programming, marketing, research methods, management, and industry processes and practices, this volume offers agenda items for future study and is certain to stimulate new research ideas.
Average customer rating:
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Advertising Organizations and Publications: A Resource Guide
John Philip Jones
Manufacturer: Sage Publications, Inc
ProductGroup: Book
Binding: Hardcover
General
| Business & Investing
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| Books
Motivational
| Management & Leadership
| Business & Investing
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Advertising
| Marketing & Sales
| Business & Investing
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General
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Research
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| Qualifying Textbooks - Fall 2007
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ASIN: 0761912363 |
Book Description
"John Philip Jones belongs to an elite group of intellectual adventurers searching for true meaning in an increasingly complex communication industry. Anyone involved in understanding how brands are born and nurtured should follow his work with keen interest."
—Andy Fenning, Executive Vice President,
Director of Strategic Development,
J. Walter Thompson, New York
"John Philip Jones is a name you know . . . . with opinions you value . . . . and updated and current information. Here is everything you need to know about advertising."
—Don E. Schultz, President,
Agora, Inc, Northwestern University
John Philip Jones, best-selling author of What’s In a Name? Advertising and the Concept of Brands and When Ads Work: New Proof that Advertising Triggers Sales, has compiled a comprehensive guide to the 77 key organizations and publications in the field of advertising and marketing communications.
Entries are arranged alphabetically for easy access and include a thorough description of each organization’s purpose, activity, and contact information. The collection is balanced among industry trade organizations (American Association of Advertising Agencies), research organizations (Marketing Science Institute), academic organizations (American Academy of Advertising), and pro-social organizations (Partnership for a Drug-Free America)., With 27 entries from outside of the United States, the collection is global in scope. Key publications such as AdWeek, Advertising Age, and AdMap are also included.
This resource guide is the fifth and final volume of a series edited by John Philip Jones that comprises an essential advertising library.
- How Advertising Works: The Role of Research
- The Advertising Business
- How to Use Advertising to Build Strong Brands
- International Advertising: Realities and Myths
- Advertising Organizations and Publications
Books:
- The Sibley Guide to Birds
- The Traveler's Gift: Seven Decisions that Determine Personal Success
- The Witch Hunter's Handbook: The doctrines and methodology of the Templars of Sigmar (Warhammer S.)
- The Women Who Raised Me: A Memoir
- The Women Who Raised Me: A Memoir
- Time Warp Trio: South Pole or Bust (an Egg) (I Can Read Book 3)
- Too Much Tuscan Sun: Confessions of a Chianti Tour Guide (Insiders' Guides)
- Total Television: Revised Edition (Total Television)
- Ultimate Disney Trivia Book 3, The (Ultimate Disney Trivia Book)
- Until the Twelfth of Never: The Deadly Divorce of Dan & Betty Broderick
Books Index
Books Home
Recommended Books
- Fumbling the Future: How Xerox Invented Then Ignored the First Personal Computer
- Bad News/Good News
- The Portfolios of George Hurrell
- The Federal Communications Commission: Front Line in the Culture and Regulation Wars
- The Toyota Way Fieldbook
- Among the Thugs
- What to Sell on eBay and Where to Get It
- Accounting Principles, with PepsiCo Annual Report, Take Action!/UNI CD
- THE PELICAN ECONOMIC HISTORY OF BRITAIN: VOLUME 2 1530-1780 REFORMATION TO INDUSTRIAL REVOLUTION.
- Through the Safety Net: stories
Advertising Media Planning
Media Planning: A Practical Guide
Advertising Media A-to-Z
Media Planning Workbook
The Advertising Business: Operations, Creativity, Media Planning, Integrated Communications
