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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 - 2006 - 3rd Edition

by Helen Katz

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From the publisher

The Media Handbook provides a practical introduction to the complete media planning and buying process. Emphasizing basic media planning and buying calculations along with the practical realities of offering plan alternatives and evaluating the plan, this third edition incorporates three new topics--consolidation, consumer control, and communication accountability--reflecting the critical changes in how media today are planned, bought, and sold.

Author Helen Katz looks at the larger marketing, advertising, and media objectives, and follows with an exploration of major media categories, including those emerging, such as branded entertainment and viral marketing. 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.

The Media Handbook includes:
*numerous examples to provide a better sense of how media planning and buying work in the real world;
*examples of research studies to give readers additional references for more in-depth information;
*media terms defined when they are introduced, making readers more comfortable in subsequent discussions; and
*a selection of key resources offered as an appendix for individuals or companies wishing to find out more about a particular service or system.

This popular text is perfect for advanced students in advertising, media planning/buying, communication, public relations, and marketing, and it also will serve as an informative reference volume for practitioners.

Details

  • Title The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying
  • Author Helen Katz
  • Binding Paperback
  • Edition number 3rd
  • Edition 3
  • Pages 189
  • Volumes 1
  • Language ENG
  • Publisher Routledge
  • Publication date 2006-06
  • Illustrated Yes
  • ISBN 9780805857184 / 0805857184
  • Weight 0.64 lbs (0.29 kg)
  • Dimensions 9 x 6.08 x 0.45 in (22.86 x 15.44 x 1.14 cm)
  • Category Language Arts / Linguistics / Literacy
  • Library of Congress subjects Marketing channels, Advertising media planning
  • Library of Congress Catalogue Number 2005057745
  • Dewey Decimal Code 659
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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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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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Paperback
ISBN 10 / ISBN 13
9780805857184 / 0805857184
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Lawrence Erlbaum Associates, 2007. 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:9780805857184
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by Katz, Helen

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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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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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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

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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: 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: A Complete Guide to Advertising Media
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