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The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying - Brossura
Libro 205 di 231: Routledge Communication
Sinossi
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, this sixth edition reflects the critical changes in how advertising in various 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, covering paid, owned, and earned media forms, 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 the 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 Global Research Director for Publicis Media. 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
Da: World of Books (was SecondSale), Montgomery, IL, U.S.A.
Valutazione del venditore 5 su 5 stelle
Paperback. Condizione: Good. 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, this sixth edition reflects the critical changes in how advertising in various 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, covering paid, owned, and earned media forms, 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 the 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. Codice articolo 00092720141
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The Media Handbook (Routledge Communication Series)
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Condizione: good. A copy that has been read, remains in good condition. All pages are intact, and the cover is intact. The spine and cover show signs of wear. Pages can include notes and highlighting and show signs of wear, and the copy can include "From the library of" labels or previous owner inscriptions. 100% GUARANTEE! Shipped with delivery confirmation, if you're not satisfied with purchase please return item! Ships via media mail. Codice articolo OTV.1138689165.G
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The Media Handbook : A Complete Guide to Advertising Media Selection, Planning, Research, and Buying
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Taylor & Francis Group, 2016
ISBN 10: 1138689165
ISBN 13: 9781138689169
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Condizione: Good. Former library copy. Pages intact with minimal writing/highlighting. The binding may be loose and creased. Dust jackets/supplements are not included. Includes library markings. Stock photo provided. Product includes identifying sticker. Better World Books: Buy Books. Do Good. Codice articolo 55018960-6
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The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying
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Paperback. Condizione: Very Good. No Jacket. May have limited writing in cover pages. Pages are unmarked. ~ ThriftBooks: Read More, Spend Less. Codice articolo G1138689165I4N00
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The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying
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Paperback. Condizione: Very Good. No Jacket. May have limited writing in cover pages. Pages are unmarked. ~ ThriftBooks: Read More, Spend Less. Codice articolo G1138689165I4N00
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The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying
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Paperback. Condizione: Very Good. No Jacket. May have limited writing in cover pages. Pages are unmarked. ~ ThriftBooks: Read More, Spend Less. Codice articolo G1138689165I4N00
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The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying
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Paperback. Condizione: Good. No Jacket. Former library book; Pages can have notes/highlighting. Spine may show signs of wear. ~ ThriftBooks: Read More, Spend Less. Codice articolo G1138689165I3N10
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The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying
Da: ThriftBooks-Atlanta, AUSTELL, GA, U.S.A.
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Paperback. Condizione: Very Good. No Jacket. May have limited writing in cover pages. Pages are unmarked. ~ ThriftBooks: Read More, Spend Less. Codice articolo G1138689165I4N00
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The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying
Da: ThriftBooks-Dallas, Dallas, TX, U.S.A.
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Paperback. Condizione: Good. No Jacket. Pages can have notes/highlighting. Spine may show signs of wear. ~ ThriftBooks: Read More, Spend Less. Codice articolo G1138689165I3N00
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The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying
Da: ThriftBooks-Atlanta, AUSTELL, GA, U.S.A.
Valutazione del venditore 5 su 5 stelle
Paperback. Condizione: Good. No Jacket. Pages can have notes/highlighting. Spine may show signs of wear. ~ ThriftBooks: Read More, Spend Less. Codice articolo G1138689165I3N00
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