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

Now in its 9th edition, The Media Handbook introduces students to the media planning and buying process with a concise and industry-informed approach. This text remains ideal for courses in media planning and buying in advertising and mass communication departments.

Sommario

Introduction 1. Media in the Big Picture 2. Media Objectives and Strategies 3. From Consumers to Audiences 4. Media Terms and Calculations 5. Planning and Buying for Television 6. Planning and Buying Digital 7. Planning & Buying for Audio, Print, and Out-of-Home 8. Planning and Buying Beyond 9. Putting the Plan Together 10. Evaluating and Measuring Plans and Buys

Info autore

Helen Katz is Executive Vice President, Research, at Publicis Media. She has an extensive professional background in media research and has taught advertising and media planning at Michigan State University, DePaul University, New York University, and the University of Illinois.

Riassunto

Now in its 9th edition, The Media Handbook introduces students to the media planning and buying process with a concise and industry-informed approach. This text remains ideal for courses in media planning and buying in advertising and mass communication departments.

Dettagli sul prodotto

• Autori: Helen Katz, Helen (Publicis Media) Katz, Katz Helen
• Editore: Taylor & Francis Ltd.
• Lingue: Inglese
• Formato: Tascabile
• Pubblicazione: 03.04.2025
• EAN: 9781032671369
• ISBN: 978-1-0-3267136-9
• Pagine: 220
• Serie: Routledge Communication Series
• Categorie: Saggistica > Storia > Altro; Scienze sociali, diritto, economia > Media, comunicazione > Scienze della comunicazione; Scienze umane, arte, musica > Storia; Advertising, History, Media Studies, BUSINESS & ECONOMICS / Advertising & Promotion, LANGUAGE ARTS & DISCIPLINES / Communication Studies, BUSINESS & ECONOMICS / Industries / Media & Communications, Press & journalism, Humanities, Social and cultural history, Advertising Industry, News media and journalism