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The Media Handbook

- A Complete Guide to Advertising Media Selection, Planning, Research, and Buying
Af: Helen Katz Engelsk Paperback

The Media Handbook

- A Complete Guide to Advertising Media Selection, Planning, Research, and Buying
Af: Helen Katz Engelsk Paperback
Tjek vores konkurrenters priser

The eighth edition of The Media Handbook continues to provide a practical introduction to the media planning and buying processes.

Starting with the broader context in which media planning occurs, including a basic understanding of competitive spending and target audiences, the book takes readers through the fundamentals of each media channel, leading to the creation of a media plan. Throughout, concepts and calculations are clearly explained. This new edition reflects the changes in how people consume media today with:

  • a new chapter on how audiences are defined and created
  • reorganization of the media channel chapters to cover planning and buying together
  • expanded coverage of digital formats in all channels
  • added discussion of measurement
  • completely updated data and examples.

 The Media Handbook, Eighth Edition is the ideal text for courses in media planning and buying in advertising/communication departments.

Supplemental online resources for both students and instructors are also available. For students, there is a list of key media associations and chapter overviews. To assist in their course preparation, instructors will find lecture slides, sample test questions, and new sample media planning exercise scenarios with accompanying practice spreadsheets. These resources are available at www.routledge.com/9780367775568, under Support Material.

Tjek vores konkurrenters priser
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kr 650
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20 kr
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Tjek vores konkurrenters priser

The eighth edition of The Media Handbook continues to provide a practical introduction to the media planning and buying processes.

Starting with the broader context in which media planning occurs, including a basic understanding of competitive spending and target audiences, the book takes readers through the fundamentals of each media channel, leading to the creation of a media plan. Throughout, concepts and calculations are clearly explained. This new edition reflects the changes in how people consume media today with:

  • a new chapter on how audiences are defined and created
  • reorganization of the media channel chapters to cover planning and buying together
  • expanded coverage of digital formats in all channels
  • added discussion of measurement
  • completely updated data and examples.

 The Media Handbook, Eighth Edition is the ideal text for courses in media planning and buying in advertising/communication departments.

Supplemental online resources for both students and instructors are also available. For students, there is a list of key media associations and chapter overviews. To assist in their course preparation, instructors will find lecture slides, sample test questions, and new sample media planning exercise scenarios with accompanying practice spreadsheets. These resources are available at www.routledge.com/9780367775568, under Support Material.

Produktdetaljer
Sprog: Engelsk
Sider: 228
ISBN-13: 9780367775568
Indbinding: Paperback
Udgave: 8
ISBN-10: 0367775565
Udg. Dato: 7 jul 2022
Længde: 19mm
Bredde: 229mm
Højde: 152mm
Forlag: Taylor & Francis Ltd
Oplagsdato: 7 jul 2022
Forfatter(e): Helen Katz
Forfatter(e) Helen Katz


Kategori Nyhedsmedier og journalistik


ISBN-13 9780367775568


Sprog Engelsk


Indbinding Paperback


Sider 228


Udgave 8


Længde 19mm


Bredde 229mm


Højde 152mm


Udg. Dato 7 jul 2022


Oplagsdato 7 jul 2022


Forlag Taylor & Francis Ltd

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