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.
Other Popular Editions of the Same Title
Search results for The Media Handbook: A Complete Guide to Advertising...
Stock Image
The Media Handbook (Routledge Communication Series)
Seller: World of Books (was SecondSale), Montgomery, IL, U.S.A.
Seller rating 5 out of 5 stars
Condition: Good. Item in good condition. Textbooks may not include supplemental items i.e. CDs, access codes etc. Seller Inventory # 00092720141
Seller Image
The Media Handbook (Routledge Communication Series)
Seller: Goodwill, Brooklyn Park, MN, U.S.A.
Seller rating 4 out of 5 stars
Condition: very_good. Item may have minor cosmetic defects such as marks, wears, cuts, bends, or crushes on the cover, spine, pages, or dust cover. Shrink wrap, dust covers, or boxed set case may be missing. Item may contain remainder marks on outside edges, which should be noted in listing comments. Item may be missing bundled media. Seller Inventory # MINV.1138689165.VG
Stock Image
The Media Handbook : A Complete Guide to Advertising Media Selection, Planning, Research, and Buying
Seller: Better World Books, Mishawaka, IN, U.S.A.
Seller rating 5 out of 5 stars
Condition: Good. Pages intact with minimal writing/highlighting. The binding may be loose and creased. Dust jackets/supplements are not included. Stock photo provided. Product includes identifying sticker. Better World Books: Buy Books. Do Good. Seller Inventory # 14710372-6
Stock Image
The Media Handbook : A Complete Guide to Advertising Media Selection, Planning, Research, and Buying
Seller: Better World Books, Mishawaka, IN, U.S.A.
Seller rating 5 out of 5 stars
Condition: Good. Former library copy. Pages intact with minimal writing/highlighting. The binding may be loose and creased. Dust jackets/supplements are not included. Includes library markings. Stock photo provided. Product includes identifying sticker. Better World Books: Buy Books. Do Good. Seller Inventory # 55018960-6
Stock Image
The Media Handbook (Routledge Communication Series)
Seller: HPB-Ruby, Dallas, TX, U.S.A.
Seller rating 5 out of 5 stars
paperback. Condition: Very Good. Connecting readers with great books since 1972! Used books may not include companion materials, and may have some shelf wear or limited writing. We ship orders daily and Customer Service is our top priority! Seller Inventory # S_468512110
Stock Image
The Media Handbook (Routledge Communication Series)
Seller: Textbooks_Source, Columbia, MO, U.S.A.
Seller rating 5 out of 5 stars
paperback. Condition: Good. 6th Edition. Ships in a BOX from Central Missouri! May not include working access code. Will not include dust jacket. Has used sticker(s) and some writing or highlighting. UPS shipping for most packages, (Priority Mail for AK/HI/APO/PO Boxes). Seller Inventory # 001902324U
Stock Image
The Media Handbook (Routledge Communication Series)
Seller: Prompt Shipping/ Quality Books, Bay, AR, U.S.A.
Seller rating 5 out of 5 stars
Condition: New. Seller Inventory # 80470-82
Stock Image
The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying
Seller: Anybook.com, Lincoln, United Kingdom
Seller rating 5 out of 5 stars
Condition: Good. This is an ex-library book and may have the usual library/used-book markings inside.This book has soft covers. Clean from markings. In good all round condition. Please note the Image in this listing is a stock photo and may not match the covers of the actual item,500grams, ISBN:9781138689169. Seller Inventory # 9810327
Buy Used
£ 36.09
£ 13.60 shipping
Ships from United Kingdom to U.S.A.
Ships from United Kingdom to U.S.A.
Quantity: 1 available