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The Media Handbook
- A Complete Guide to Advertising Media Selection, Planning, Research, and Buying
Engelsk
Bogcover for The Media Handbook af Helen Katz, 9780367775568
Specifikationer
Sprog:
Engelsk
Sider:
228
ISBN-13:
9780367775568
Indbinding:
Paperback
Udgave:
8
ISBN-10:
0367775565
Udg. Dato:
7 jul 2022
Størrelse i cm:
15,2 x 22,9 x 1,9
Oplagsdato:
7 jul 2022
Forfatter(e):

The Media Handbook

- A Complete Guide to Advertising Media Selection, Planning, Research, and Buying
Engelsk
Paperback 2022
Format:

Bog beskrivelse

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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Specifikationer
Sprog:
Engelsk
Sider:
228
ISBN-13:
9780367775568
Indbinding:
Paperback
Udgave:
8
ISBN-10:
0367775565
Udg. Dato:
7 jul 2022
Størrelse i cm:
15,2 x 22,9 x 1,9
Oplagsdato:
7 jul 2022
Forfatter(e):
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