The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying (Routledge Communication Series)
ISBN-13:
9780415873536
ISBN-10:
0415873533
Edition:
4
Author:
Helen Katz
Publication date:
2010
Publisher:
Routledge
Format:
Hardcover
228 pages
Category:
Advertising
,
Marketing & Sales
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Book details
ISBN-13:
9780415873536
ISBN-10:
0415873533
Edition:
4
Author:
Helen Katz
Publication date:
2010
Publisher:
Routledge
Format:
Hardcover
228 pages
Category:
Advertising
,
Marketing & Sales
Summary
The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying (Routledge Communication Series) (ISBN-13: 9780415873536 and ISBN-10: 0415873533), written by authors
Helen Katz, was published by Routledge in 2010.
With an overall rating of 3.8 stars, it's a notable title among other
Advertising
(Marketing & Sales) books. You can easily purchase or rent The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying (Routledge Communication Series) (Hardcover) from BooksRun,
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Description
The Media Handbook provides an introduction to the complete media planning and buying process. Emphasizing basic media planning and buying calculations along with the practical realities of offering plan alternatives and evaluating the plan, this fourth edition reflects the critical changes in how media today are planned, bought, and sold. Author Helen Katz looks at the larger marketing, advertising, and media objectives, and follows with an exploration of major media categories, including those emerging, such as branded entertainment and viral marketing. 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. The Media Handbook includes: examples to provide a better sense of how media planning and buying work in the real world research studies to give readers additional references for more in-depth information media terms defined when they are introduced, making readers more comfortable in subsequent discussions a selection of key resources offered as an appendix for individuals or companies wishing to find out more about a particular service or system. This popular text is perfect for advanced students in advertising, media planning/buying, communication, public relations, and marketing, and it also will serve as an informative reference volume for practitioners.
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