HelenKatz
Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying
Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying
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- Condition: Brand new
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- More about Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying
The Media Handbook is a comprehensive guide to advertising, media planning, and buying, with a focus on practical calculations and real-world alternatives. It includes updated coverage of social media, buying automation, digitization, and media consumption statistics. Author Helen Katz emphasizes the connection between planning and buying to brand and client strategic aims, and the Companion Website offers resources for students and instructors.
\n Format: Hardback
\n Length: 258 pages
\n Publication date: 21 May 2019
\n Publisher: Taylor & Francis Ltd
\n
The Media Handbook serves as a comprehensive and practical guide to the world of advertising, media planning, and buying. It offers a foundational understanding of essential calculations and the practical considerations involved in creating and evaluating advertising plans. This seventh edition, revised and updated to reflect the latest trends and developments, delves deeper into various aspects of the media industry. It encompasses a wide range of topics, including over-the-top television, programmatic TV, digital advertising, and the automation of buying across all media platforms.
Author Helen Katz, a renowned expert in the field, maintains a strong emphasis on the relationship between planning and buying and the strategic objectives of brands and clients. The book provides real-world examples and practices to keep practitioners and students abreast of the latest industry trends and best practices.
In addition to the main text, the Media Handbook includes a companion website that offers valuable resources for both students and instructors. The website features flashcards for self-testing, a comprehensive list of key media associations, a template flowchart, and formulas. Instructors can access lecture slides and sample test questions to assist in their course preparation.
Whether you are a novice in the media industry or a seasoned professional seeking to enhance your skills, the Media Handbook is an indispensable resource that will help you navigate the complex landscape of advertising, media planning, and buying effectively. Its comprehensive coverage, practical insights, and user-friendly format make it an essential tool for anyone interested in pursuing a career in this dynamic field.
\n Weight: 492g\n
Dimension: 159 x 235 x 22 (mm)\n
ISBN-13: 9781138352636\n
Edition number: 7 New edition\n
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