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

By:

Katz Helen

Publication details: Routledge 2022 LondonEdition: 8thDescription: 228ISBN:

9780367775568

DDC classification:

791 KAT

Summary: The 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. Source: https://www.amazon.in/Media-Handbook-Advertising-Selection-Communication/dp/0367775565/ref=sr_1_1?crid=2747ZW4O0UJV4&dib=eyJ2IjoiMSJ9.GcamDXnvIcrLQ19T6sKaEw.zevCrUqPqaqdcCcU7Rbnhske3IsWfd1RhlSRRbC8J3c&dib_tag=se&keywords=9780367775568&qid=1733754732&sprefix=9781264257546%2Caps%2C338&sr=8-1

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Holdings
Item type	Current library	Collection	Call number	Status	Date due	Barcode
Book	Main Library Media & Entertainment	Reference book	791 KAT (Browse shelf(Opens below))	Available		119607

The 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.

Source: https://www.amazon.in/Media-Handbook-Advertising-Selection-Communication/dp/0367775565/ref=sr_1_1?crid=2747ZW4O0UJV4&dib=eyJ2IjoiMSJ9.GcamDXnvIcrLQ19T6sKaEw.zevCrUqPqaqdcCcU7Rbnhske3IsWfd1RhlSRRbC8J3c&dib_tag=se&keywords=9780367775568&qid=1733754732&sprefix=9781264257546%2Caps%2C338&sr=8-1

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