The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying (Routledge Communication) - Softcover

Katz, Helen

Softcover

ISBN 10: 1138689165 ISBN 13: 9781138689169

Verlag: Routledge, 2016

Inhaltsangabe

The Media Handbook provides a practical introduction to the advertising media planning and buying process. Emphasizing basic calculations along with the practical realities of offering alternatives and evaluating the plan, this sixth edition reflects the critical changes in how media is planned, bought, and sold by today's industry professionals. Author Helen Katz looks at the larger marketing, advertising, and media objectives, and follows with an exploration of major media categories, including digital media. She provides a comprehensive analysis of planning and buying, with a continued focus on how those tactical elements tie back to the strategic aims of the brand and client.

Über diesen Titel

Über die Autorin bzw. den Autor

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

Details zur Ausgabe

• Verlag: Routledge
• Erscheinungsdatum: 2016
• Sprache: Englisch
• ISBN 10: 1138689165
• ISBN 13: 9781138689169
• Einband: Taschenbuch
• Auflage: 6
• Anzahl der Seiten: 256
• Kontakt zum Hersteller: Routledge; https://www.routledge-ny.com/; ; Stockst?dter Str. 20; Gro?ostheim; Bayern; Deutschland