Media Handbook A Complete Guide to Advertising Media Selection, Planning, Research, and Buying
Edition: 5th 2014 (Revised)
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 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.
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All the information you need in one place! Each Study Brief is a summary of one specific subject; facts, figures, and explanations to help you learn faster.
List price: $66.95
Copyright year: 2014
Publication date: 11/1/2013
Size: 6.00" wide x 9.00" long x 0.50" tall
|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|