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The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying (Routledge Communication Series) - Softcover
Book 205 of 231: Routledge Communication
Synopsis
The Media Handbook provides a practical introduction to the advertising media planning and buying processes. Emphasizing basic calculations and the practical realities of offering alternatives and evaluating the plan, this sixth edition reflects the critical changes in how advertising in various media is planned, bought, and sold by today’s industry professionals. Author Helen Katz looks at the larger marketing, advertising, and media objectives, and follows with an exploration of major media categories, covering paid, owned, and earned media forms, including digital media. She provides a comprehensive analysis of planning and buying, with a continued focus on how those tactical elements tie back to the strategic aims of the brand and the client.
Also available is a Companion Website that expands The Media Handbook’s content in an online forum. Here, students and instructors can find tools to enhance course studies such as chapter overviews, PowerPoint slides, and sample questions.
With its emphasis on real-world industry practice, The Media Handbook provides an essential introduction to students in advertising, media planning, communication, and marketing. It serves as an indispensable reference for anyone pursuing a career in media planning, buying, and research.
"synopsis" may belong to another edition of this title.
About the Author
Helen Katz is Senior Vice President and Global Research Director for Publicis Media. She has an extensive professional background in media research and has taught advertising and media planning at Michigan State University and the University of Illinois.
"About this title" may belong to another edition of this title.
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The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying
Seller: World of Books (was SecondSale), Montgomery, IL, U.S.A.
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Paperback. Condition: Good. The Media Handbook provides a practical introduction to the advertising media planning and buying processes. Emphasizing basic calculations and the practical realities of offering alternatives and evaluating the plan, this sixth edition reflects the critical changes in how advertising in various media is planned, bought, and sold by today?s industry professionals. Author Helen Katz looks at the larger marketing, advertising, and media objectives, and follows with an exploration of major media categories, covering paid, owned, and earned media forms, including digital media. She provides a comprehensive analysis of planning and buying, with a continued focus on how those tactical elements tie back to the strategic aims of the brand and the client. Also available is a Companion Website that expands The Media Handbook?s content in an online forum. Here, students and instructors can find tools to enhance course studies such as chapter overviews, PowerPoint slides, and sample questions. With its emphasis on real-world industry practice, The Media Handbook provides an essential introduction to students in advertising, media planning, communication, and marketing. It serves as an indispensable reference for anyone pursuing a career in media planning, buying, and research. Seller Inventory # 00092720141
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The Media Handbook (Routledge Communication Series)
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Condition: good. A copy that has been read, remains in good condition. All pages are intact, and the cover is intact. The spine and cover show signs of wear. Pages can include notes and highlighting and show signs of wear, and the copy can include "From the library of" labels or previous owner inscriptions. 100% GUARANTEE! Shipped with delivery confirmation, if you're not satisfied with purchase please return item! Ships via media mail. Seller Inventory # OTV.1138689165.G
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The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying
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The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying
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The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying
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The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying
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The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying
Seller: ThriftBooks-Atlanta, AUSTELL, GA, U.S.A.
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Paperback. Condition: Good. No Jacket. Pages can have notes/highlighting. Spine may show signs of wear. ~ ThriftBooks: Read More, Spend Less. Seller Inventory # G1138689165I3N00
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The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying
Seller: ThriftBooks-Atlanta, AUSTELL, GA, U.S.A.
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Paperback. Condition: Very Good. No Jacket. May have limited writing in cover pages. Pages are unmarked. ~ ThriftBooks: Read More, Spend Less. Seller Inventory # G1138689165I4N00
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The Media Handbook : A Complete Guide to Advertising Media Selection, Planning, Research, and Buying
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The Media Handbook (Routledge Communication Series)
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