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The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying (Routledge Communication Series) - Tapa blanda
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Sinopsis
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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Acerca del autor
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.
"Sobre este título" puede pertenecer a otra edición de este libro.
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The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying
Librería: World of Books (was SecondSale), Montgomery, IL, Estados Unidos de America
Calificación del vendedor: 5 de 5 estrellas
Paperback. Condición: 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. Nº de ref. del artículo: 00092720141
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The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying
Librería: ThriftBooks-Phoenix, Phoenix, AZ, Estados Unidos de America
Calificación del vendedor: 5 de 5 estrellas
Paperback. Condición: Very Good. No Jacket. May have limited writing in cover pages. Pages are unmarked. ~ ThriftBooks: Read More, Spend Less. Nº de ref. del artículo: G1138689165I4N00
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The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying
Librería: ThriftBooks-Reno, Reno, NV, Estados Unidos de America
Calificación del vendedor: 5 de 5 estrellas
Paperback. Condición: Very Good. No Jacket. May have limited writing in cover pages. Pages are unmarked. ~ ThriftBooks: Read More, Spend Less. Nº de ref. del artículo: G1138689165I4N00
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The Media Handbook (Routledge Communication Series)
Publicado por
Routledge, 2016
ISBN 10: 1138689165
ISBN 13: 9781138689169
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Librería: -OnTimeBooks-, Phoenix, AZ, Estados Unidos de America
Calificación del vendedor: 5 de 5 estrellas
Condición: 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. Nº de ref. del artículo: OTV.1138689165.G
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The Media Handbook : A Complete Guide to Advertising Media Selection, Planning, Research, and Buying
Publicado por
Taylor & Francis Group, 2016
ISBN 10: 1138689165
ISBN 13: 9781138689169
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Librería: Better World Books, Mishawaka, IN, Estados Unidos de America
Calificación del vendedor: 5 de 5 estrellas
Condición: 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. Nº de ref. del artículo: 55018960-6
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The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying
Librería: World of Books Inc, Montgomery, IL, Estados Unidos de America
Calificación del vendedor: 4 de 5 estrellas
Paperback. Condición: 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. Nº de ref. del artículo: CIN1138689165G
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The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying
Librería: ThriftBooks-Dallas, Dallas, TX, Estados Unidos de America
Calificación del vendedor: 5 de 5 estrellas
Paperback. Condición: Very Good. No Jacket. May have limited writing in cover pages. Pages are unmarked. ~ ThriftBooks: Read More, Spend Less. Nº de ref. del artículo: G1138689165I4N00
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The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying
Librería: ThriftBooks-Dallas, Dallas, TX, Estados Unidos de America
Calificación del vendedor: 5 de 5 estrellas
Paperback. Condición: Good. No Jacket. Pages can have notes/highlighting. Spine may show signs of wear. ~ ThriftBooks: Read More, Spend Less. Nº de ref. del artículo: G1138689165I3N00
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The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying
Librería: ThriftBooks-Atlanta, AUSTELL, GA, Estados Unidos de America
Calificación del vendedor: 5 de 5 estrellas
Paperback. Condición: Very Good. No Jacket. May have limited writing in cover pages. Pages are unmarked. ~ ThriftBooks: Read More, Spend Less. Nº de ref. del artículo: G1138689165I4N00
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The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying
Librería: ThriftBooks-Atlanta, AUSTELL, GA, Estados Unidos de America
Calificación del vendedor: 5 de 5 estrellas
Paperback. Condición: Good. No Jacket. Former library book; Pages can have notes/highlighting. Spine may show signs of wear. ~ ThriftBooks: Read More, Spend Less. Nº de ref. del artículo: G1138689165I3N10
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