Helen Katz
The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying
The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying
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- More about The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying
The eighth edition of The Media Handbook provides a practical introduction to media planning and buying processes, with updated coverage of digital formats, measurement, and online resources for students and instructors. It is the ideal text for courses in advertising/communication departments.
Format: Paperback / softback
Length: 228 pages
Publication date: 07 July 2022
Publisher: Taylor & Francis Ltd
The eighth edition of The Media Handbook, a comprehensive guide to media planning and buying processes, remains a valuable resource for professionals in the field. This edition, authored by industry experts, provides a practical introduction to the media landscape, covering key concepts and strategies.
Beginning with a broad overview of the media planning context, including an understanding of competitive spending and target audiences, the book delves into the fundamentals of each media channel. It guides readers through the process of creating a media plan, emphasizing the importance of clear concepts and calculations.
In response to the evolving media consumption patterns, this new edition has been extensively revised and updated. It includes a dedicated chapter on defining and creating audiences, a reorganization of the media channel chapters to cover planning and buying together, expanded coverage of digital formats across all channels, and a comprehensive discussion of measurement. Furthermore, the data and examples have been thoroughly updated to reflect the latest industry trends and best practices.
The Media Handbook, Eighth Edition, is an essential text for courses in media planning and buying within advertising and communication departments. It offers comprehensive coverage of the subject matter, supplemented by valuable online resources for both students and instructors. Students can access a list of key media associations, chapter overviews, and lecture slides, while instructors can find lecture slides, sample test questions, and new sample media planning exercise scenarios with accompanying practice spreadsheets. These resources are available at www.routledge.com/9780367775568, under Support Material.
In conclusion, The Media Handbook, Eighth Edition, is a must-have resource for anyone seeking to excel in media planning and buying. Its comprehensive coverage, practical insights, and up-to-date information make it an invaluable tool for professionals in the field. Whether you are a student or an experienced practitioner, this edition will help you navigate the complex media landscape and achieve your marketing objectives.
Weight: 370g
Dimension: 152 x 229 x 19 (mm)
ISBN-13: 9780367775568
Edition number: 8 ed
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