The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying - Couverture souple

Katz, Helen

 
9780805842685: The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying
Couverture souple
ISBN 10 : 0805842683 ISBN 13 : 9780805842685
Editeur : Lawrence Erlbaum Associates Inc, 2003

Synopsis

The Media Handbook provides a practical introduction to the complete media planning and buying process. In this updated and expanded edition, author Helen Katz explains basic media planning and buying calculations along with the practical realities of offering plan alternatives and evaluating the plan once it has been created. She also covers the benefits and drawbacks of each major media form (television, magazines, newspapers, radio, out of home, and Internet) and examines how media fits into the overall marketing framework, providing insights on how marketing and media objectives are established.

Highlights of this text include:
*explanations of media research with each media form, showing how research is utilized and illustrating its role in understanding how and why people use media;
*charts and tables throughout, with useful statistics on media audiences;
*national and local examples to show how media planning/buying occur for local businesses and major brand names;
*emphasis on the creativity of the media planning/buying discipline;
*checklists in each chapter to emphasize critical points; and
*current listings of industry resources and associations.

With its emphasis on real-world industry practice, The Media Handbook provides an essential introduction to students in advertising, media planning, communication, and marketing. It will serve as an indispensable reference for anyone pursuing a career in media planning, buying, and research.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

Présentation de l'éditeur

The Media Handbook provides a practical introduction to the complete media planning and buying process. In this updated and expanded edition, author Helen Katz explains basic media planning and buying calculations along with the practical realities of offering plan alternatives and evaluating the plan once it has been created. She also covers the benefits and drawbacks of each major media form (television, magazines, newspapers, radio, out of home, and Internet) and examines how media fits into the overall marketing framework, providing insights on how marketing and media objectives are established.

Highlights of this text include:
*explanations of media research with each media form, showing how research is utilized and illustrating its role in understanding how and why people use media;
*charts and tables throughout, with useful statistics on media audiences;
*national and local examples to show how media planning/buying occur for local businesses and major brand names;
*emphasis on the creativity of the media planning/buying discipline;
*checklists in each chapter to emphasize critical points; and
*current listings of industry resources and associations.

With its emphasis on real-world industry practice, The Media Handbook provides an essential introduction to students in advertising, media planning, communication, and marketing. It will serve as an indispensable reference for anyone pursuing a career in media planning, buying, and research.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
Lawrence Erlbaum Associates Inc
Date d'édition
2003
Langue
anglais
ISBN 10 
0805842683
ISBN 13 
9780805842685
Reliure
Broché
Numéro d'édition
2
Nombre de pages
208
Coordonnées du fabricant
non disponible
Personne responsable
non disponible

Autres éditions populaires du même titre

9780415856713: The Media Handbook

Edition présentée

ISBN 10 :  041585671X ISBN 13 :  9780415856713
Editeur : Routledge, 2013
Couverture souple