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

Name: Media Handbook A Complete Guide to Advertising Media Selection, Planning, Research, and Buying
Price: 5.51 USD
Availability: InStock
ISBN: 9780415856713

ISBN-10: 041585671X

ISBN-13: 9780415856713

Edition: 5th 2014 (Revised)

Authors: Helen Katz

List price: $66.95

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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 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…

Book details

List price: $66.95
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: 0.704
Language: English



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