The Media Handbook

The Media Handbook

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The Media Handbook provides a practical introduction to the advertising media planning and buying process. Emphasizing basic calculations along with the practical realities of offering alternatives and evaluating the plan, this fifth edition reflects the critical changes in how media is planned, bought, and sold by todaya€™s industry professionals. Author Helen Katz looks at the larger marketing, advertising, and media objectives, and follows with an exploration of major media categories, including digital media. She provides a comprehensive analysis of planning and buying, with a continued focus on how those tactical elements tie back to the strategic aims of the brand and client. Also available is a Companion Website that expands The Media Handbooka€™s content in an online forum. Here, students and instructors can find tools to enhance course studies such as chapter overviews, PowerPoint slides, and sample questions. With its emphasis on real-world industry practice, The Media Handbook provides an essential introduction to students in advertising, media planning, communication, and marketing. It serves as an indispensable reference for anyone pursuing a career in media planning, buying, and research.A Complete Guide to Advertising Media Selection, Planning, Research, and Buying Helen Katz. Spot Radio About ... Two companies, XM Radio and Sirius Radio, each delivered about 100 different channels via national satellites. In 2008, theyanbsp;...

Title:The Media Handbook
Author:Helen Katz
Publisher:Routledge - 2014-05-09


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