Media Handbook - A Complete Guide to Advertising Media Selection, Planning, Research,

Sommario

1. What Is Media? 2. Media in the Marketing Context 3. Developing Optimal Media Objectives and Strategies 4. Exploring the Media Part 1-Paid 5. Exploring the Media Part 2-Paid Digital 6. Exploring the Media: Owned 7. Exploring the Media: Earned 8. Terms, Calculations, and Considerations 9. Creating the Plan 10. Beyond the Plan: Media Buys and Plan Evaluations

Info autore

Helen Katz
is Senior Vice President and Global Research Director at Publicis Groupe. She has an extensive professional background in media research and has taught advertising and media planning at Michigan State University, DePaul University, and the University of Illinois.

Riassunto

The Media Handbook provides a practical introduction to the advertising, media planning, and buying processes. Emphasizing basic calculations, this seventh edition includes updated statistics and coverage of social media, automation, and the digitization of media.

Dettagli sul prodotto

• Autori: Helen Katz, Helen (Publicis Groupe Katz, Helen (Publicis Media) Katz
• Editore: Taylor & Francis Ltd.
• Lingue: Inglese
• Formato: Copertina rigida
• Pubblicazione: 31.05.2019
• EAN: 9781138352636
• ISBN: 978-1-138-35263-6
• Pagine: 258
• Serie: Routledge Communication Series; Routledge Communication Series
• Categorie: Saggistica > Politica, società, economia > Società; Scienze sociali, diritto, economia > Media, comunicazione > Mediologia