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The Media Handbook
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The Media Handbook

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.

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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.

Produktdetaljer
Sprog: Engelsk
Sider: 228
ISBN-13: 9780367775568
Indbinding: Paperback
Udgave:
ISBN-10: 0367775565
Udg. Dato: 7 jul 2022
Længde: 19mm
Bredde: 152mm
Højde: 229mm
Oplagsdato: 7 jul 2022
Forfatter(e) Helen Katz, Helen (Publicis Groupe Katz, Helen (Publicis Media) Katz


Kategori Nyhedsmedier og journalistik


Sprog Engelsk


Indbinding Paperback


Sider 228


Udgave


Længde 19mm


Bredde 152mm


Højde 229mm


Udg. Dato 7 jul 2022


Oplagsdato 7 jul 2022

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