The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying (Routledge Communication Series) - Tapa blanda

Katz, Helen

 
9780415856713: The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying (Routledge Communication Series)
Tapa blanda
ISBN 10: 041585671X ISBN 13: 9780415856713
Editorial: Routledge, 2013

Sinopsis

The Media Handbook provides a practical introduction to the advertising media planning and buying process. Emphasizing basic calculations along with the practical realities of offering alternatives and evaluating the plan, this fifth edition reflects the critical changes in how 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, 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 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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Acerca del autor

Helen Katz is Senior Vice President and Director of Research for Starcom MediaVest Group. 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.

"Sobre este título" puede pertenecer a otra edición de este libro.

Editorial
Routledge
Año de publicación
2013
Idioma
Inglés
ISBN 10 
041585671X
ISBN 13 
9780415856713
Encuadernación
Tapa blanda
Número de edición
5
Número de páginas
248
Contacto del fabricante
no disponible
Persona responsable
no disponible

Otras ediciones populares con el mismo título

9780415856720: The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying (Routledge Communication Series)

Edición Destacada

ISBN 10:  0415856728 ISBN 13:  9780415856720
Editorial: Routledge, 2013
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