The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying

The eighth edition of The Media Handbook continues to provide a practical introduction to the media planning...
€378,27 EUR
€378,27 EUR
SKU: 9781032007878
Product Type: Books
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Author: Helen Katz
Format: Hardcover
Language: English
Subtotal: €378,27
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The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying by Katz, Helen

The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying

€378,27

The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying

€378,27
Author: Helen Katz
Format: Hardcover
Language: English

The eighth edition of The Media Handbook continues to provide a practical introduction to the media planning and buying processes.

Starting with the broader context in which media planning occurs, including a basic understanding of competitive spending and target audiences, the book takes readers through the fundamentals of each media channel, leading to the creation of a media plan. Throughout, concepts and calculations are clearly explained. This new edition reflects the changes in how people consume media today with:

  • a new chapter on how audiences are defined and created
  • reorganization of the media channel chapters to cover planning and buying together
  • expanded coverage of digital formats in all channels
  • added discussion of measurement
  • completely updated data and examples.

The Media Handbook, Eighth Edition is the ideal text for courses in media planning and buying in advertising/communication departments.

Supplemental online resources for both students and instructors are also available. For students, there is a list of key media associations and chapter overviews. To assist in their course preparation, instructors will find lecture slides, sample test questions, and new sample media planning exercise scenarios with accompanying practice spreadsheets. These resources are available at www.routledge.com/9780367775568, under Support Material.



Author: Helen Katz
Publisher: Routledge
Published: 07/07/2022
Pages: 228
Binding Type: Hardcover
Weight: 1.12lbs
Size: 9.00h x 6.00w x 0.63d
ISBN: 9781032007878

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