THE MEDIA HANDBOOK

A Complete Guide to Advertising Media Selection,

Planning, Research, and Buying
Group Members:

Maha Hafeez
Kabeer Hussain
Samreen Hussain
Mubeen Shazad
 Writer Name: Helen Katz
2nd edition.

This edition published in the Taylor & Francis

e-Library, 2008.

Cover design by Kathryn Houghtaling Lacey

The Media Handbook is written as a basic introduction

to the media planning and buying process.
 Content
• Chapter 1 What Is Media?
• Chapter 2 Media in The Marketing Context
• Chapter 3 Developing Optimal Media Objectives
• Chapter 4 Exploring the Media
• Chapter 5 Terms, Calculations, and Considerations
• Chapter 6 Creating the Plan
• Chapter 7 Offering Alternatives
• Chapter 8 Making the Media Buys
• Chapter 9 Evaluating the Media Plan
Chapter 1
What Is Media?
• What is Media?
• What Media Are Out There?
• The Role of Media in Business
• Media Versus Communications
• The Role of Media in Consumers’ Lives
• How Media Work With Advertising
• Tasks in Media
Maha Hafeez
Chapter 2
Media in The Marketing Context
• Media in the marketing context
• Getting to Know the Consumer
• The consumer decision process
• How the consumer buys product
• When do people buy
• Looking at the Marketplace
• Where Is Your Brand Sold?
Samreen Hussain
Chapter 3
Developing Optimal Media Objectives
• Media and the Advertising Objective
• Advertising Objectives and the Consumer Decision Process
• Media and the Consumer Decision Process
• Establishing Media Objectives
• Defining the target audience
• Setting broad communication objectives
• Considering creative requirements
Samreen Hussain
Chapter 4
Exploring the Media
• First of all in media exploring we set some objectives like entertainment provide
information etc. or also facilitate the BRAND content.
Choice the right media category:
• Internet
• Magazine
• Newspaper
• Tv
• Radio
• Out of home (Billboard) Kabeer Hussain
Chapter 5
Terms, Calculations, and Considerations
• GRP stands for Gross Rating Point.
• Effective reach is defined as the number of people or the percentage of
the audience that receives an advertising message,
• Reach is the percentage of targets who are exposed to your media at least
once during a predetermined period of time.
• Your brand needs at least 50 percent reach to survive, but higher reach is
always better, particularly at the beginning of a new campaign.

Kabeer Hussain
Chapter 6
Creating the Plan
• Target Audience’s Use of Media
• Timing of the Plan
• Scheduling Your Ads
• Cost Efficiencies
• Testing

Mubeen Shazad
Chapter 7
Offering Alternatives
• Spending More money
• Spending Less money
• Changing Targets
• Changing Media
• Testing

Mubeen Shazad