The Media Handbook: A Complete Guide to Advertising Media

The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying (Routledge Communication Series)

The Media Handbook provides a practical introduction to the advertising media planning and buying process. Emphasizing basic calculations along with the practical realities of offering alternatives and evaluating the plan, this fifth edition reflects the critical changes in how media is planned, bought, and sold by todayâ€™s industry professionals. Author Helen Katz looks at the larger marketing, advertising, and media objectives, and follows with an exploration of major media categories, 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 client.
Also available is a Companion Website that expands The Media Handbookâ€™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.
Country USA
Brand Routledge
Manufacturer Routledge
Binding Paperback
ReleaseDate 2013-11-03
UnitCount 1
EANs 9780415856713

Country	USA
Brand	Routledge
Manufacturer	Routledge
Binding	Paperback
ReleaseDate	2013-11-03
UnitCount	1
EANs	9780415856713

The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying (Routledge Communication Series)

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