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Media Analytics: Understanding Media, Audiences, and Consumers in the 21st Century - Tapa blanda

Hollifield, Ann; Coffey, Amy Jo

 
9781138581050: Media Analytics: Understanding Media, Audiences, and Consumers in the 21st Century
Tapa blanda
ISBN 10: 1138581054 ISBN 13: 9781138581050
Editorial: Routledge, 2023

Sinopsis

This textbook takes a case study approach to media and audience analytics. Realizing the best way to understand analytics in the digital age is to practice it, the authors have created a collection of cases using datasets that present real and hypothetical scenarios for students to work through.

Media Analytics introduces the key principles of media economics and management. It outlines how to interpret and present results, the principles of data visualization and storytelling, and the basics of research design and sampling. Although shifting technology makes measurement and analytics a dynamic space, this book takes an evergreen, conceptual approach, reminding students to focus on the principles and foundations that will remain constant.

Aimed at upper-level students in the fast-growing area of media analytics in a cross-platform world, students using this text will learn how to find the stories in the data and how to present those stories in an engaging way to others.

Instructor and Student Resources include an Instructor’s Manual, discussion questions, short exercises, and links to additional resources. They are available online at www.routledge.com/cw/hollifield.

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Acerca del autor

C. Ann Hollifield, Ph.D., is Professor Emerita at the University of Georgia, USA, and an international consultant on news media viability. In 2006, she founded one of the first certificate programs in media analytics in the United States. She is the author/editor of more than 50 publications on media economics and management.

Amy Jo Coffey, Ph.D., is Associate Professor in Media Management at the University of Florida, USA, where she also developed the online master’s program and certificate in audience analytics. Her published research has focused on media management and economics topics, including audience valuation, advertiser investment in diverse audiences, and media ownership.

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Editorial
Routledge
Año de publicación
2023
Idioma
Inglés
ISBN 10 
1138581054
ISBN 13 
9781138581050
Encuadernación
Tapa blanda
Número de edición
1
Número de páginas
438
Contacto del fabricante
Taylor and Francis, GPSR Taylor and Francis
gpsr@taylorandfrancis.com

Taylor & Francis Verlag GmbH, Kaufingerstraße 24
München
80331
Alemania