The Media Handbook : A Complete Guide to Advertising Media Selection, Planning, Research, and Buying Paperback / softback
by Helen (Publicis Media) Katz
Part of the Routledge Communication Series series
Paperback / softback
Description
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 createdreorganization of the media channel chapters to cover planning and buying togetherexpanded coverage of digital formats in all channelsadded discussion of measurementcompletely 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.
Information
-
In Stock - usually despatched within 24 hours
- Format:Paperback / softback
- Pages:228 pages, 34 Tables, black and white; 2 Line drawings, black and white; 2 Illustrations, black and
- Publisher:Taylor & Francis Ltd
- Publication Date:07/07/2022
- Category:
- ISBN:9780367775568
£58.99
£55.79
Information
-
In Stock - usually despatched within 24 hours
- Format:Paperback / softback
- Pages:228 pages, 34 Tables, black and white; 2 Line drawings, black and white; 2 Illustrations, black and
- Publisher:Taylor & Francis Ltd
- Publication Date:07/07/2022
- Category:
- ISBN:9780367775568
