The media handbook: a complete guide to advertising media selection, planning, research, and buying/ Helen Katz.--

By:

Katz, Helen

Material type:

TextPublication details: Third Avenue, New York: Routledge, 2022.Edition: 8th ed.--Description: xix, 228p.; ill.: 23cmISBN:

9780367775568

Subject(s):

DDC classification:

GR 659 K1977 2022

Summary: The eight dition 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 inhow people consumme 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, and completely updated data and examples.

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Cover image	Item type	Current library	Home library	Collection	Shelving location	Call number	Materials specified	Vol info	URL	Copy number	Status	Notes	Date due	Barcode	Item holds	Item hold queue priority	Course reserves
	Books	General Reference And Serial Section	Olivarez College Learning Resource Center			GR 659 K1977 2022 (Browse shelf(Opens below))					Available

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Previous	GR 6580151 H367 2003 Techniques of financial analysis: a guide to value creation/	GR 6580151 H367 2003 Techniques of financial analysis: a guide to value creation/	GR 659 K159 2007 The media Handbook: A complete guide to advertising media selection, planning, research and buying/	GR 659 K1977 2022 The media handbook: a complete guide to advertising media selection, planning, research, and buying/	GR 659.103 C262 2005 Concise encyclopedia of advertising/	GR 659.29338 D488 2006 Travel and tourism public relations: an introductory guide for hospitality managers/	GR 663.2068 F269 1997 Managing wine and wine sales/	Next

Includes bibliographical references, index.

The eight dition 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 inhow people consumme 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, and completely updated data and examples.

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