The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying (Volume in Lea's Communication Series)

Rating:
Summary: Review of The Media Handbook authored by Helen Katz
Review: As a 30+ year senior level media planning professional at the DDB Chicago advertising agency and now as an adjunct professor at Loyola University Chicago, I read The Media Handbook by Helen Katz with great interest. Helen Katz is one of the premier media research professionals in the advertising agency business who has an academic as well as a professional background in media planning.

This handbook provides a comprehensive yet highly readable overview of the rapidly changing media planning and buying environment. Not only does the book explain basic media terms and concepts but it also places media in the emerging marketing planning context where media is viewed as a key tool in Integrated Marketing Communications.

It is well laid out organizationally and easy to follow. It also spares the reader volumes of "media math" which can be overwhelming.

The Media Handbook is a valuable reference tool that should be kept by marketing and advertising generalists, media professionals and students as a guide to making intelligent decisions about the role of media in a marketing plan.

Reviewed by Geoff McClelland