The Media Handbook (Routledge Communication Series)


Mega Sale! Save 27% on the The Media Handbook (Routledge Communication Series) by Routledge at Billys Grill & Catering. MPN: 9781138689169. Hurry! Limited time offer. Offer valid only while supplies last. 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 sixth edition reflects the critical changes in how advertising in various media is planned, bought, and sold by today’s industry professionals. Author Helen Katz looks at the larger marketing, advertising, and media objectives, and follows with an exploration of major media


The Media Handbook (Routledge Communication Series) by Routledge
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Product Description & Reviews

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 sixth edition reflects the critical changes in how advertising in various media is planned, bought, and sold by today’s industry professionals. Author Helen Katz looks at the larger marketing, advertising, and media objectives, and follows with an exploration of major media categories, covering paid, owned, and earned media forms, 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 the client. Also available is a Companion Website that expands The Media Handbook’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.

Features & Highlights

  • Routledge

Additional Information

Brand:
Routledge
Manufacturer:
Routledge
Category:
Shop
MPN:
9781138689169
Release Date:
2016-09-18
EAN:
9781138689169
Edition:
6
Genre:
BUSINESS & ECONOMICS
Author:
Helen Katz
Publisher:
Routledge
Publication Date:
2016-09-16
Binding:
Paperback
Item Weight:
0.8 pounds
Item Size:
0.58 x 9 x 6 inches
Package Weight:
0.86 pounds
Package Size:
5.98 x 0.59 x 9.06 inches

 


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