Media Handbook A Complete Guide to Advertising Media Selection, Planning, Research, and Buying
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Edition: 7th 2019
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This seventh edition of The Media Handbook provides a practical introduction to the advertising, media planning, and buying processes. Emphasizing basic calculations and the practical realities of offering alternatives and evaluating the plan, it includes updated statistics and coverage of social media, automation, and the continuing digitization of media. It covers over-the-top television, programmatic TV, digital advertising, and the automation of buying across all media. Author Helen Katz provides a continued focus on how planning and buying tie back to the strategic aims of the brand and the client, keeping practitioners and students up to date with current industry examples and…
Copyright year: 2019
Publisher: Taylor & Francis Group
Publication date: 5/23/2019
Size: 6.00" wide x 9.00" long x 0.50" tall