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The Media Handbook : A Complete Guide to Advertising Media Selection, Planning..
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Ubicado en: Cedarhurst, New York, Estados Unidos
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N.º de artículo de eBay:355979245378
Última actualización el 24 jun 2025 15:21:10 H.EspVer todas las actualizacionesVer todas las actualizaciones
Características del artículo
- Estado
- Personalized
- No
- ISBN
- 9781138352643
Acerca de este producto
Product Identifiers
Publisher
Taylor & Francis Group
ISBN-10
1138352640
ISBN-13
9781138352643
eBay Product ID (ePID)
17038676210
Product Key Features
Number of Pages
258 Pages
Language
English
Publication Name
Media Handbook : a Complete Guide to Advertising Media Selection, Planning, Research, and Buying
Subject
Marketing / General, Communication Studies, Industries / Media & Communications, Advertising & Promotion
Publication Year
2019
Type
Textbook
Subject Area
Language Arts & Disciplines, Business & Economics
Series
Routledge Communication Ser.
Format
Trade Paperback
Dimensions
Item Height
0.6 in
Item Weight
39.7 Oz
Item Length
8.9 in
Item Width
6 in
Additional Product Features
Edition Number
7
Intended Audience
College Audience
TitleLeading
The
Dewey Edition
23
Illustrated
Yes
Dewey Decimal
659
Table Of Content
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
Synopsis
The Media Handbook provides a practical introduction to the advertising, media planning, and buying processes. Emphasizing basic calculations and the practical realities of offering alternatives and evaluating the plan, this seventh edition includes greater coverage of social media, buying automation, the continued digitization of media, and updated statistics on media consumption. It covers over the top television, programmatic TV, digital advertising, and the automation of buying across all media. Author Helen Katz provides a continued focus on how planning and buying tie back to the strategic aims of the brand and the client, keeping practitioners and students up to date with current industry examples and practices. The Companion Website to the book includes resources for both students and instructors. For students there are flashcards to test themselves on main concepts, a list of key media associations, a template flowchart and formulas. Instructors can find lecture slides and sample test questions to assist in their course preparation., 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.
LC Classification Number
HF5826.5.K38 2019
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