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Media Handbook : A Complete Guide to Advertising Media Selection, Planning, Research, and Buying

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About this item

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 sixth edition reflects the critical changes in how 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, 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 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.

Number of Pages: 231
Genre: Business + Money Management, Language + Art + Disciplines
Series Title: Routledge Communication
Format: Paperback
Publisher: Taylor & Francis
Author: Helen Katz
Language: English
Street Date: September 16, 2016
TCIN: 51751522
UPC: 9781138689169
Item Number (DPCI): 248-33-6759
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