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The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying - Brossura
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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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Informazioni sull?autore
Helen Katz is Senior Vice President and Director of Research for Starcom MediaVest Group. She has an extensive professional background in media research and has taught advertising and media planning at Michigan State University and the University of Illinois.
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The Media Handbook : A Complete Guide to Advertising Media Selection, Planning, Research, and Buying
Editore:
Taylor & Francis Group, 2013
ISBN 10: 041585671X
ISBN 13: 9780415856713
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Da: Better World Books Ltd, Dunfermline, Regno Unito
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Condizione: Very Good. 5th Edition. Ships from the UK. Former library book; may include library markings. Used book that is in excellent condition. May show signs of wear or have minor defects. Codice articolo 14747466-6
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The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying (Routledge Communication Series)
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The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying
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Condizione: Good. This is an ex-library book and may have the usual library/used-book markings inside.This book has soft covers. In good all round condition. Please note the Image in this listing is a stock photo and may not match the covers of the actual item,400grams, ISBN:9780415856713. Codice articolo 9884253
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Foto dell'editore
The Media Handbook : A Complete Guide to Advertising Media Selection, Planning, Research, and Buying
Editore:
Taylor & Francis Group, 2013
ISBN 10: 041585671X
ISBN 13: 9780415856713
Antico o usato
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Da: Better World Books, Mishawaka, IN, U.S.A.
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Condizione: Very Good. 5th Edition. Used book that is in excellent condition. May show signs of wear or have minor defects. Codice articolo 14555946-6
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The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying (Routledge Communication Series)
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The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying
Da: Anybook.com, Lincoln, Regno Unito
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Condizione: Good. This is an ex-library book and may have the usual library/used-book markings inside.This book has soft covers. Clean from markings. In good all round condition. Please note the Image in this listing is a stock photo and may not match the covers of the actual item,450grams, ISBN:9780415856713. Codice articolo 8983656
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The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying
Da: Anybook.com, Lincoln, Regno Unito
Valutazione del venditore 5 su 5 stelle
Condizione: Good. This is an ex-library book and may have the usual library/used-book markings inside.This book has soft covers. Clean from markings. In good all round condition. Please note the Image in this listing is a stock photo and may not match the covers of the actual item,450grams, ISBN:9780415856713. Codice articolo 8983657
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The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying (Routledge Communication Series)
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The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying (Routledge Communication Series)
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