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

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ISBN-10: 1138352640

ISBN-13: 9781138352643

Edition: 7th 2019

Authors: Helen Katz

List price: $47.99
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Description:

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…    
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Book details

List price: $47.99
Edition: 7th
Copyright year: 2019
Publisher: Taylor & Francis Group
Publication date: 5/23/2019
Binding: Paperback
Pages: 236
Size: 6.00" wide x 9.00" long x 0.50" tall
Weight: 1.056
Language: English