The Media Handbook

en Limba Engleză Paperback – 7 apr 2025

Now in its 9th edition, The Media Handbook introduces students to the media planning and buying process with a concise and industry-informed approach. This text remains ideal for courses in media planning and buying in advertising and mass communication departments.

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Specificații

ISBN-13: 9781032671369
ISBN-10: 103267136X
Pagini: 220
Dimensiuni: 152 x 229 mm
Ediția:9. Auflage
Editura: Taylor & Francis Ltd.

Cuprins

1. Media in the Big Picture 2. Media Objectives and Strategies 3. From Consumers to Audiences 4. Media Terms and Calculations 5. Planning and Buying for Television 6. Planning and Buying for Audio, Print and Out-of-Home 7. Planning and Buying for Digital 8. Planning and Buying Beyond 9. Putting the Plan Together 10. Evaluating and Measuring Plans and Buys

Notă biografică

Helen Katz is Executive Vice President, Research, at Publicis Media. She has an extensive professional background in media research and has taught advertising and media planning at Michigan State University, DePaul University, and the University of Illinois.

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