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

Buch 205 von 231: Routledge Communication

Katz, Helen

 
9781138689169: The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying (Routledge Communication)
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.

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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.

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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