the media handbook a complete guide to advertising media selection planning research and buying routledge communication series

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The Media Handbook

Author : Helen Katz
ISBN : 9781134498147
Genre : Business & Economics
File Size : 84. 16 MB
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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.

Bibliographic Index

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ISBN : STANFORD:36105025908224
Genre : Bibliographical literature
File Size : 57. 60 MB
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British Books In Print

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ISBN : STANFORD:36105015553089
Genre : English literature
File Size : 48. 27 MB
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Subject Guide To Books In Print

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ISBN : STANFORD:36105012308909
Genre : American literature
File Size : 38. 72 MB
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Footnotes

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ISBN : UIUC:30112077274857
Genre : Sociology
File Size : 25. 27 MB
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Choice

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ISBN : UOM:39015079402338
Genre : Best books
File Size : 48. 65 MB
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Forthcoming Books

Author : Rose Arny
ISBN : UOM:39015054030385
Genre : American literature
File Size : 69. 67 MB
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