The Media Handbook : 8th Edition - A Complete Guide to Advertising Media Selection, Planning, Research, and Buying - Helen  Katz

The Media Handbook

8th Edition - A Complete Guide to Advertising Media Selection, Planning, Research, and Buying

By: Helen Katz

Paperback | 7 July 2022 | Edition Number 8

At a Glance

Paperback


RRP $124.00

$100.90

19%OFF

or 4 interest-free payments of $25.23 with

 or 
In Stock and Aims to ship in 1-2 business days

When will this arrive by?

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.

About the Author

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.

More in Language & Linguistics

Magic Beach - Alison Lester

Paperback

RRP $19.99

$16.99

15%
OFF
Writing Fiction : 10th Edition - A Guide to Narrative Craft - Janet Burroway
Teaching Language in Context : 3rd Edition - Beverly Derewianka

RRP $87.95

$76.75

13%
OFF
Schaum's Outline of Italian Grammar : 4th Edition - Joseph E. Germano

RRP $40.95

$30.25

26%
OFF
Language, Literacy and Early Childhood Education : 4th Edition - Janet Fellowes
Oxford Study Indonesian Dictionary : 2nd Edition - Wendy Sahanaya

RRP $35.95

$22.50

37%
OFF
Oxford Study Italian Dictionary : 2nd Edition - Dino Bressan

RRP $35.95

$22.50

37%
OFF
Giraffes Can't Dance - Giles Andreae

$16.99

Australian Integrated File Dictionary & Thesaurus : 4th edition - Mark Gwynn
The Little Red Writing Book - Mark Tredinnick

RRP $32.99

$24.75

25%
OFF
All Through The Year - Jane Godwin

RRP $24.99

$23.75