TY  - BOOK
AU  - Katz, Helen
TI  - The media handbook: a complete guide to advertising media selection, planning, research, and buying
SN  - 9780367775568
U1  - GR 659 K1977 2022 
PY  - 2022///
CY  - Third Avenue, New York
PB  - Routledge
KW  - Advertising media planning.--
KW  - Mass media and business.--
KW  - Mareting channels
N1  - Includes bibliographical references, index
N2  - 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
ER  -