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The Media Handbook: A Complete Guide to Advertising Media Selection, Planning,
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The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying Paperback - 2013

by Helen Katz

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From the publisher

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 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, 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 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.

Details

  • Title The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying
  • Author Helen Katz
  • Binding Paperback
  • Edition [ Edition: fifth
  • Pages 248
  • Volumes 1
  • Language ENG
  • Publisher Routledge, London, UK
  • Publication date 2013-11
  • Illustrated Yes
  • ISBN 9780415856713 / 041585671X
  • Weight 0.7 lbs (0.32 kg)
  • Dimensions 8.9 x 6 x 0.6 in (22.61 x 15.24 x 1.52 cm)
  • Category Business / Economics / Finance
  • Library of Congress subjects Marketing channels, Advertising media planning
  • Library of Congress Catalogue Number 2013028080
  • Dewey Decimal Code 659

About the author

Helen Katz is Senior Vice President and Director of Research for Starcom MediaVest Group. She has an extensive professional background in media research and has taught advertising and media planning at Michigan State University and the University of Illinois.

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The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and...
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The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying (Routledge Communication Series)

by Helen Katz

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Routledge, 2013. Paperback. Very Good. Former library book; May have limited writing in cover pages. Pages are unmarked. ~ ThriftBooks: Read More, Spend Less.Dust jacket quality is not guaranteed.
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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

by Helen Katz

  • Used
  • Very good
  • Paperback
Condition
Very good
Binding
Paperback
ISBN 10 / ISBN 13
9780415856713 / 041585671X
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1
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Item price
NZ$12.33
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Description:
Routledge, 2013. Paperback. Very Good. May have limited writing in cover pages. Pages are unmarked. ~ ThriftBooks: Read More, Spend Less.Dust jacket quality is not guaranteed.
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NZ$12.33
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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

by Katz, Helen

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  • Paperback
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ISBN 10 / ISBN 13
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Routledge, 2013. Paperback. Good. Pages can have notes/highlighting. Spine may show signs of wear. ~ ThriftBooks: Read More, Spend Less.Dust jacket quality is not guaranteed.
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The Media Handbook : A Complete Guide to Advertising Media Selection, Planning, Research, and Buying
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The Media Handbook : A Complete Guide to Advertising Media Selection, Planning, Research, and Buying

by Katz, Helen

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ISBN 10 / ISBN 13
9780415856713 / 041585671x
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The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying
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The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying

by Katz, Helen

  • Used
  • Paperback
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Used
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Paperback
ISBN 10 / ISBN 13
9780415856713 / 041585671x
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Routledge, 2014. This is an ex-library book and may have the usual library/used-book markings inside.This book has soft covers. In good all round condition. Please note the Image in this listing is a stock photo and may not match the covers of the actual item,400grams, ISBN:9780415856713
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The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and...
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The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying (Routledge Communication Series)

by Katz, Helen

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ISBN 10 / ISBN 13
9780415856713 / 041585671X
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Routledge, 2013-11-03. 5. paperback. Used: Good. 6.00x0.50x9.00. Buy with confidence. Excellent Customer Service & Return policy.
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The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and...
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The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying (Routledge Communication Series)

by Katz, Helen

  • Used
Condition
Used
ISBN 10 / ISBN 13
9780415856713 / 041585671x
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Routledge. Used - Good. Ships from UK in 48 hours or less (usually same day). Your purchase helps support Sri Lankan Children's Charity 'The Rainbow Centre'. Ex-library, so some stamps and wear, but in good overall condition. 100% money back guarantee. We are a world class secondhand bookstore based in Hertfordshire, United Kingdom and specialize in high quality textbooks across an enormous variety of subjects. We aim to provide a vast range of textbooks, rare and collectible books at a great price. Our donations to The Rainbow Centre have helped provide an education and a safe haven to hundreds of children who live in appalling conditions. We provide a 100% money back guarantee and are dedicated to providing our customers with the highest standards of service in the bookselling industry.
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The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and...
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The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying (Routledge Communication Series)

by Katz, Helen

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  • Paperback
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ISBN 10 / ISBN 13
9780415856713 / 041585671X
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The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying
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The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying

by Katz, H.

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ISBN 10 / ISBN 13
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Description:
Routledge, 2014. This is an ex-library book and may have the usual library/used-book markings inside.This book has soft covers. Clean from markings. In good all round condition. Please note the Image in this listing is a stock photo and may not match the covers of the actual item,450grams, ISBN:9780415856713
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Item price
NZ$45.96
NZ$32.42 Delivery to USA
The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and...
Stock photo: cover may vary

The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying (Routledge Communication Series)

by Katz, Helen

  • Used
  • Good
  • Paperback
Condition
Good
Binding
Paperback
ISBN 10 / ISBN 13
9780415856713 / 041585671X
Quantity available
1
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paperback. Good. Access codes and supplements are not guaranteed with used items. May be an ex-library book.
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