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The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying - Brossura

Katz, Helen

 
9781032671369: The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying
Brossura
ISBN 10: 103267136X ISBN 13: 9781032671369
Casa editrice: Routledge, 2025

Sinossi

Now in its 9th edition, The Media Handbook introduces students to the media planning and buying process with a concise and industry-informed approach.

The book takes readers through the fundamentals of each media channel, leading to the creation of a media plan. This edition features a revised and expanded chapter on digital media for both planning and buying (including programmatic), with additional material on artificial intelligence, the metaverse and augmented/virtual reality, and streaming. It also includes more charts and tables to provide additional visual appeal and understanding. Newly updated data, more international brand examples, and a summary of key media calculations round out this thoroughly updated edition.

This text remains ideal for courses in media planning and buying in advertising and mass communication departments.

Supplemental online resources for both students and instructors are also available. To assist in their course preparation, instructors will find lecture slides and sample test questions while students will benefit from chapter overviews and new sample media planning exercise scenarios with accompanying practice spreadsheets. Please visit www.routledge.com/9781032671369.

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Informazioni sull'autore

Helen Katz is Executive Vice President, Research, at Publicis Media. She has an extensive professional background in media research and has taught advertising and media planning at Michigan State University, DePaul University, New York University, and the University of Illinois.

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Editore
Routledge
Data di pubblicazione
2025
Lingua
Inglese
ISBN 10 
103267136X
ISBN 13 
9781032671369
Rilegatura
Copertina flessibile
Numero di pagine
240
Contatto del produttore
Taylor and Francis, GPSR Taylor and Francis
gpsr@taylorandfrancis.com

Taylor & Francis Verlag GmbH, Kaufingerstraße 24
München
80331
Germania