Description: The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying (Routledge Communication Series): 7th Edition By Helen Katz The Media Handbook offers a practical guide to the advertising, media planning, and buying processes, making it an essential resource for both students and practitioners. Now in its seventh edition, the book by Helen Katz has been updated to reflect the latest industry trends, including expanded coverage of social media, buying automation, the digitization of media, and current statistics on media consumption. New topics include over-the-top television (OTT), programmatic TV, digital advertising, and the automation of buying across all media platforms. Katz emphasizes the importance of linking media planning and buying to the strategic goals of the brand and client, providing readers with real-world examples and practices. This edition also features a Companion Website, offering valuable resources for both students and instructors. Students can test their knowledge with flashcards, explore key media associations, and access flowchart templates and formulas. Instructors can enhance their teaching with lecture slides and sample test questions, making the book a comprehensive tool for anyone involved in media planning and buying.
Price: 14.99 USD
Location: Cedarhurst, New York
End Time: 2024-09-23T09:44:49.000Z
Shipping Cost: N/A USD
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Item Specifics
Return shipping will be paid by: Buyer
All returns accepted: Returns Accepted
Item must be returned within: 30 Days
Refund will be given as: Money Back
Personalized: No
Number of Pages: 258 Pages
Language: English
Publication Name: Media Handbook : a Complete Guide to Advertising Media Selection, Planning, Research, and Buying
Publisher: Taylor & Francis Group
Item Height: 0.6 in
Subject: Marketing / General, Communication Studies, Industries / Media & Communications, Advertising & Promotion
Publication Year: 2019
Item Weight: 39.7 Oz
Type: Textbook
Item Length: 8.9 in
Author: Helen Katz
Subject Area: Language Arts & Disciplines, Business & Economics
Item Width: 6 in
Series: Routledge Communication Ser.
Format: Trade Paperback
