Contents: Preface. 1. Advertising and media research: an introduction. 2. Agency points on advertising. 3. Modeling the effectiveness of advertising: research and opportunities. 4. Specific emotional responses to advertising. 5. Effects of music on brand attitudes. 6. Effects on recall and cognitive response to a radio advertisement. 7. Effects of advertised price. 8. Appeals in advertising: emotion attribution approach. 9. International advertising research and international communication theory. 10. Role of cultural value orientations in international marketing and advertising. 11. Advertising, anthropology and cultural brokers. 12. Difficulty of standardizing international advertising. 13. Examining processing of brand information. 14. Implications of research for magazine advertisements. Bibliography. Index.

"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. 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." (jacket)