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The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying - Brossura
The Media Handbook provides a practical introduction to the complete media planning and buying process. Emphasizing basic media planning and buying calculations along with the practical realities of offering plan alternatives and evaluating the plan, this third edition incorporates three new topics—consolidation, consumer control, and communication accountability—reflecting the critical changes in how media today are planned, bought, and sold.
Author Helen Katz looks at the larger marketing, advertising, and media objectives, and follows with an exploration of major media categories, including those emerging, such as branded entertainment and viral marketing. 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.
The Media Handbook includes:
*numerous examples to provide a better sense of how media planning and buying work in the real world;
*examples of research studies to give readers additional references for more in-depth information;
*media terms defined when they are introduced, making readers more comfortable in subsequent discussions; and
*a selection of key resources offered as an appendix for individuals or companies wishing to find out more about a particular service or system.
This popular text is perfect for advanced students in advertising, media planning/buying, communication, public relations, and marketing, and it also will serve as an informative reference volume for practitioners.
Author Helen Katz looks at the larger marketing, advertising, and media objectives, and follows with an exploration of major media categories, including those emerging, such as branded entertainment and viral marketing. 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.
The Media Handbook includes:
*numerous examples to provide a better sense of how media planning and buying work in the real world;
*examples of research studies to give readers additional references for more in-depth information;
*media terms defined when they are introduced, making readers more comfortable in subsequent discussions; and
*a selection of key resources offered as an appendix for individuals or companies wishing to find out more about a particular service or system.
This popular text is perfect for advanced students in advertising, media planning/buying, communication, public relations, and marketing, and it also will serve as an informative reference volume for practitioners.
Le informazioni nella sezione "Riassunto" possono far riferimento a edizioni diverse di questo titolo.
Contenuti:
Contents: Preface. Introduction. What Is Media? Media in the Marketing Context. Developing Optimal Media Objectives. Exploring the Media. Terms, Calculations, and Considerations. Creating the Plan. Offering Alternatives. Making the Media Buys. Evaluating the Media Plan. Appendix A: Key Resources. Appendix B: Associations and Sources.
Product Description:
Book by Katz Helen
Le informazioni nella sezione "Su questo libro" possono far riferimento a edizioni diverse di questo titolo.
- EditoreRoutledge
- Data di pubblicazione2006
- ISBN 10 0805857184
- ISBN 13 9780805857184
- RilegaturaCopertina flessibile
- Numero edizione3
- Numero di pagine208
- Valutazione libreria
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Condizioni: come nuovoPages are clean and are not marred... Scopri di più su questo articolo
EUR 6,06
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The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying
Editore:
Routledge
(2006)
ISBN 10: 0805857184
ISBN 13: 9780805857184
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Descrizione libro Paperback. Condizione: As New. No Jacket. Pages are clean and are not marred by notes or folds of any kind. ~ ThriftBooks: Read More, Spend Less 0.65. Codice articolo G0805857184I2N00
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The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying (Routledge Communication Series)
Editore:
Routledge
(2006)
ISBN 10: 0805857184
ISBN 13: 9780805857184
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Descrizione libro Paperback. Condizione: Very Good. The book has been read, but is in excellent condition. Pages are intact and not marred by notes or highlighting. The spine remains undamaged. Codice articolo GOR004221607
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The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying (Routledge Communication Series)
Editore:
Routledge
(2006)
ISBN 10: 0805857184
ISBN 13: 9780805857184
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Descrizione libro paperback. Condizione: Good. Connecting readers with great books since 1972! Used textbooks may not include companion materials such as access codes, etc. May have some wear or writing/highlighting. We ship orders daily and Customer Service is our top priority!. Codice articolo S_368412795
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The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying (Lea's Communication)
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(2006)
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ISBN 13: 9780805857184
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Descrizione libro Trade Paperback. Condizione: Good. Light edge and cover wear. Unmarked pages. All Orders Shipped With Tracking And Delivery Confirmation Numbers. Codice articolo 364428
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The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying (LEA's Communication Series)
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Descrizione libro Paperback. Condizione: Very Good. The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying (LEA's Communication Series) This book is in very good condition and will be shipped within 24 hours of ordering. The cover may have some limited signs of wear but the pages are clean, intact and the spine remains undamaged. This book has clearly been well maintained and looked after thus far. Money back guarantee if you are not satisfied. See all our books here, order more than 1 book and get discounted shipping. Codice articolo 7719-9780805857184
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The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying (Routledge Communication Series)
Editore:
Routledge
(2006)
ISBN 10: 0805857184
ISBN 13: 9780805857184
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paperback
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Descrizione libro paperback. Condizione: Very Good. Connecting readers with great books since 1972! Used books may not include companion materials, and may have some shelf wear or limited writing. We ship orders daily and Customer Service is our top priority!. Codice articolo S_391476921
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The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying (LEA's Communication Series)
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Descrizione libro Paperback. Condizione: Very Good. This book is in very good condition and will be shipped within 24 hours of ordering. The cover may have some limited signs of wear but the pages are clean, intact and the spine remains undamaged. This book has clearly been well maintained and looked after thus far. Money back guarantee if you are not satisfied. See all our books here, order more than 1 book and get discounted shipping. Codice articolo 6545-9780805857184
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The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying
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ISBN 10: 0805857184
ISBN 13: 9780805857184
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Descrizione libro Condizione: Poor. This is an ex-library book and may have the usual library/used-book markings inside.This book has soft covers. In poor condition, suitable as a reading copy. Please note the Image in this listing is a stock photo and may not match the covers of the actual item,400grams, ISBN:9780805857184. Codice articolo 8724162
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The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying
Editore:
Lawrence Erlbaum Associates
(2007)
ISBN 10: 0805857184
ISBN 13: 9780805857184
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Descrizione libro 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:9780805857184. Codice articolo 9114360
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The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying
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LAWRENCE ERLBAUM ASSOC INC
(2006)
ISBN 10: 0805857184
ISBN 13: 9780805857184
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Descrizione libro Paperback. Condizione: OKAZ. The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying - Nombre de page(s) : 189 - Poids : 290g - Langue : eng - Genre : TB/Wirtschaft/Werbung, Marketing. Codice articolo O3273424-666
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