The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying (9) (Routledge Communication Series)

Synopsis

Now in its 9th edition, The Media Handbook introduces students to the media planning and buying process with a concise and industry-informed approach.The book takes readers through the fundamentals of each media channel, leading to the creation of a media plan. This edition features a revised and expanded chapter on digital media for both planning and buying (including programmatic), with additional material on artificial intelligence, the metaverse and augmented/virtual reality, and streaming. It also includes more charts and tables to provide additional visual appeal and understanding. Newly updated data, more international brand examples, and a summary of key media calculations round out this thoroughly updated edition.This text remains ideal for courses in media planning and buying in advertising and mass communication departments.Supplemental online resources for both students and instructors are also available. To assist in their course preparation, instructors will find lecture slides and sample test questions while students will benefit from chapter overviews and new sample media planning exercise scenarios with accompanying practice spreadsheets. Please visit www.routledge.com/9781032671369.

Copyright:

2025

Book Details

Book Quality:

Publisher Quality

Book Size:

240 Pages

ISBN-13:

9781040329870

Related ISBNs:

9781032698328, 9781032697031, 9781000579659, 9781040329849, 9781032671369

Publisher:

Taylor & Francis

Date of Addition:

04/07/25

Copyrighted By:

Helen Katz, The right of Helen Katz to be identified as author of this work has been asserted in accordance with sections

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.