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Routledge Communication Ser.: Media Handbook by Helen Katz (2022, Trade Paperback)
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About this product
Product Identifiers
PublisherRoutledge
ISBN-100367775565
ISBN-139780367775568
eBay Product ID (ePID)17057247091
Product Key Features
Number of Pages228 Pages
LanguageEnglish
Publication NameMedia Handbook
Publication Year2022
SubjectCommunication Studies, Industries / Media & Communications, Commerce, Advertising & Promotion
TypeTextbook
Subject AreaLanguage Arts & Disciplines, Business & Economics
AuthorHelen Katz
SeriesRoutledge Communication Ser.
FormatTrade Paperback
Dimensions
Item Weight13 Oz
Item Length9 in
Item Width6 in
Additional Product Features
Edition Number8
Intended AudienceCollege Audience
LCCN2021-052073
TitleLeadingThe
IllustratedYes
Table Of Content1. Media in the Big Picture 2. Media Objectives and Strategies 3. From Consumers to Audiences 4. Media Terms and Calculations 5. Planning and Buying for Television 6. Planning and Buying for Audio, Print and Out-of-Home 7. Planning and Buying for Digital 8. Planning and Buying Beyond 9. Putting the Plan Together 10. Evaluating and Measuring Plans and Buys
SynopsisThe eighth edition of The Media Handbook continues to provide a practical introduction to the media planning and buying processes. Starting with the broader context in which media planning occurs, including a basic understanding of competitive spending and target audiences, the book takes readers through the fundamentals of each media channel, leading to the creation of a media plan. Throughout, concepts and calculations are clearly explained. This new edition reflects the changes in how people consume media today with: a new chapter on how audiences are defined and created reorganization of the media channel chapters to cover planning and buying together expanded coverage of digital formats in all channels added discussion of measurement completely updated data and examples. The Media Handbook, Eighth Edition is the ideal text for courses in media planning and buying in advertising/communication departments. Supplemental online resources for both students and instructors are also available. For students, there is a list of key media associations and chapter overviews. To assist in their course preparation, instructors will 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., Ideal for preparing students for careers in advertising, media planning, communication, and marketing and for practitioners who need a brush-up on latest trends. Contemporary and up to date, written by an author who both works in the industry and teaches the subject. Accompanied by useful online resources such as a sample worksheets to practice planning scnarios, lecture slides, and test questions., The eighth edition of The Media Handbook continues to provide a practical introduction to the media planning and buying processes.
LC Classification NumberHF5826.5.K38 2022
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