The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying (7) (Routledge Communication Series)

By: Helen Katz

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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 seventh edition includes greater coverage of social media, buying automation, the continued digitization of media, and updated statistics on media consumption. It covers over the top television, programmatic TV, digital advertising, and the automation of buying across all media. Author Helen Katz provides a continued focus on how planning and buying tie back to the strategic aims of the brand and the client, keeping practitioners and students up to date with current industry examples and practices. The Companion Website to the book includes resources for both students and instructors. For students there are flashcards to test themselves on main concepts, a list of key media associations, a template flowchart and formulas. Instructors can find lecture slides and sample test questions to assist in their course preparation.

Book Quality:: Publisher Quality
ISBN-13:: 9780429785634
Related ISBNs:: 9780429434655, 9781138352636, 9781138352636, 9781138352643, 9781138352643
Publisher:: Taylor and Francis
Date of Addition:: 08/28/19
Copyrighted By:: Routledge
Adult content:: No
Language:: English
Has Image Descriptions:: No
Categories:: Nonfiction, Business and Finance, Language Arts, Communication
Submitted By:: Bookshare Staff
Usage Restrictions:: This is a copyrighted book.