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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 - 2003

by Helen Katz

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Reader reviews for The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying

From the publisher

The Media Handbook provides a practical introduction to the complete media planning and buying process. In this updated and expanded edition, author Helen Katz explains basic media planning and buying calculations along with the practical realities of offering plan alternatives and evaluating the plan once it has been created. She also covers the benefits and drawbacks of each major media form (television, magazines, newspapers, radio, out of home, and Internet) and examines how media fits into the overall marketing framework, providing insights on how marketing and media objectives are established.

Highlights of this text include:
*explanations of media research with each media form, showing how research is utilized and illustrating its role in understanding how and why people use media;
*charts and tables throughout, with useful statistics on media audiences;
*national and local examples to show how media planning/buying occur for local businesses and major brand names;
*emphasis on the creativity of the media planning/buying discipline;
*checklists in each chapter to emphasize critical points; and
*current listings of industry resources and associations.

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 will serve 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 International ed
  • Pages 208
  • Volumes 1
  • Language ENG
  • Publisher Routledge, Mahwah, New Jersey, U.S.A.
  • Publication date May 2003
  • Illustrated Yes
  • ISBN 9780805842685 / 0805842683
  • Weight 0.75 lbs (0.34 kg)
  • Dimensions 9.14 x 6.02 x 0.48 in (23.22 x 15.29 x 1.22 cm)
  • Category Business / Economics / Finance
  • Library of Congress Catalogue Number 2002035398
  • Dewey Decimal Code 659

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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,Katz, Helen

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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 (Volume in Lea's Communication Series)

by Katz, Helen

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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 (2nd Edn) (LEA's Communication Series)

by Katz, H

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Lawrence Erlbaum Associates, 2003. This is an ex-library book and may have the usual library/used-book markings inside.This book has soft covers. Book contains pen markings. In poor condition, suitable as a reading copy. Please note the Image in this listing is a stock photo and may not match the covers of the actual item,450grams, ISBN:9780805842685
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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 E

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Taylor & Francis Group. Used - Good. Former library copy. Pages intact with minimal writing/highlighting. The binding may be loose and creased. Dust jackets/supplements are not included. Includes library markings. Stock photo provided. Product includes identifying sticker. Better World Books: Buy Books. Do Good.
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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 E

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ISBN 10 / ISBN 13
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Taylor & Francis Group. Used - Very Good. Pages intact with possible writing/highlighting. Binding strong with minor wear. Dust jackets/supplements may not be included. Stock photo provided. Product includes identifying sticker. Better World Books: Buy Books. Do Good.
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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 E

  • Used
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Used
ISBN 10 / ISBN 13
9780805842685 / 0805842683
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Description:
Taylor & Francis Group. Used - Good. Pages intact with minimal writing/highlighting. The binding may be loose and creased. Dust jackets/supplements are not included. Stock photo provided. Product includes identifying sticker. Better World Books: Buy Books. Do Good.
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NZ$13.92
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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 E. Katz

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Routledge, 2003. 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...
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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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The Media Handbook
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The Media Handbook

by Katz Helen E.

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9780805842685 / 0805842683
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Taylor & Francis, 2003. Paperback. New.
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The Media Handbook
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The Media Handbook

by Katz Helen E.

  • New
  • Paperback
Condition
New
Binding
Paperback
ISBN 10 / ISBN 13
9780805842685 / 0805842683
Quantity available
10
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Item price
NZ$96.58
NZ$26.49 Delivery to USA

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Description:
Taylor & Francis, 2003. Paperback. New.
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Item price
NZ$96.58
NZ$26.49 Delivery to USA