Helen Katz

The Media Handbook (eBook, PDF)

A Complete Guide to Advertising Media Selection, Planning, Research, and Buying

• Format: PDF

Produktbeschreibung

Now in its 9th edition, The Media Handbook introduces students to the media planning and buying process with a concise and industry-informed approach. This text remains ideal for courses in media planning and buying in advertising and mass communication departments.

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Produktdetails

• Verlag: Taylor & Francis eBooks
• Seitenzahl: 240
• Erscheinungstermin: 7. April 2025
• Englisch
• ISBN-13: 9781040329849
• Artikelnr.: 73434941

Autorenporträt

Helen Katz is Executive Vice President, Research, at Publicis Media. She has an extensive professional background in media research and has taught advertising and media planning at Michigan State University, DePaul University, New York University, and the University of Illinois.

Inhaltsangabe

1. Media in the Big Picture 2. Media Objectives and Strategies 3. From Consumers to Audiences 4. Media Terms and Calculations 5. Planning and Buying for Television 6. Planning and Buying for Audio, Print and Out-of-Home 7. Planning and Buying for Digital 8. Planning and Buying Beyond 9. Putting the Plan Together 10. Evaluating and Measuring Plans and Buys

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Introduction 1. Media in the Big Picture 2. Media Objectives and Strategies
3. From Consumers to Audiences 4. Media Terms and Calculations 5. Planning
and Buying for Television 6. Planning and Buying Digital 7. Planning &
Buying for Audio, Print, and Out-of-Home 8. Planning and Buying Beyond 9.
Putting the Plan Together 10. Evaluating and Measuring Plans and Buys