Articles liés à The Media Handbook
Synopsis
The Media Handbook provides a practical introduction to the advertising, media planning, and buying processes. Emphasizing basic calculations and the practical realities of offering alternatives and evaluating the plan, this seventh edition includes greater coverage of social media, buying automation, the continued digitization of media, and updated statistics on media consumption. It covers over the top television, programmatic TV, digital advertising, and the automation of buying across all media.
Author Helen Katz provides a continued focus on how planning and buying tie back to the strategic aims of the brand and the client, keeping practitioners and students up to date with current industry examples and practices.
The Companion Website to the book includes resources for both students and instructors. For students there are flashcards to test themselves on main concepts, a list of key media associations, a template flowchart and formulas. Instructors can find lecture slides and sample test questions to assist in their course preparation.
Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.
À propos de l?auteur
Helen Katz
is Senior Vice President and Global Research Director at Publicis Groupe. She has an extensive professional background in media research and has taught advertising and media planning at Michigan State University, DePaul University, and the University of Illinois.Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.
- ÉditeurRoutledge
- Date d'édition2019
- ISBN 10 1138352640
- ISBN 13 9781138352643
- ReliureBroché
- Langueanglais
- Nombre de pages258
- Coordonnées du fabricantnon disponible
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The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying (Routledge Communication Series)
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The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying
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Routledge, 2019
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ISBN 13 : 9781138352643
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The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying
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ISBN 13 : 9781138352643
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ISBN 13 : 9781138352643
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