eBook - ePub

The Media Handbook

Name: The Media Handbook
ISBN: 9781040329870

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

Helen Katz,

240 pages
English
ePUB (mobile friendly)
Available on iOS & Android

eBook - ePub

The Media Handbook

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

Helen Katz,

About this book

Now in its 9th edition, The Media Handbook introduces students to the media planning and buying process with a concise and industry-informed approach.

The book takes readers through the fundamentals of each media channel, leading to the creation of a media plan. This edition features a revised and expanded chapter on digital media for both planning and buying (including programmatic), with additional material on artificial intelligence, the metaverse and augmented/virtual reality, and streaming. It also includes more charts and tables to provide additional visual appeal and understanding. Newly updated data, more international brand examples, and a summary of key media calculations round out this thoroughly updated edition.

This text remains ideal for courses in media planning and buying in advertising and mass communication departments.

Supplemental online resources for both students and instructors are also available. To assist in their course preparation, instructors will find lecture slides and sample test questions while students will benefit from chapter overviews and new sample media planning exercise scenarios with accompanying practice spreadsheets. Please visit www.routledge.com/9781032671369.

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Yes, you can access The Media Handbook by Helen Katz in PDF and/or ePUB format, as well as other popular books in Languages & Linguistics & Advertising. We have over one million books available in our catalogue for you to explore.