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

ISBN-10: 041585671X
ISBN-13: 9780415856713
Edition: 5th 2014 (Revised)
Authors: Helen Katz
List price: $60.95
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Description: 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  More...

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Book details

List price: $60.95
Edition: 5th
Copyright year: 2014
Publisher: Routledge
Publication date: 11/1/2013
Binding: Paperback
Pages: 248
Size: 6.00" wide x 9.00" long x 0.50" tall
Weight: 0.792
Language: English

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 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.

Foreword
Preface
Acknowledgements
Introduction
What Is Media?
Media in the Marketing Context
Developing Optimal Media Objectives and Strategies
Exploring the Media, Part 1: Paid
Exploring the Media, Part 2: Owned
Exploring the Media, Part 3: Earned
Terms, Calculations, and Considerations
Creating the Plan
Making the Media Buys
Evaluating the Media Plan
Key Research Resources
Key Media Organizations
Index

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