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

ISBN-13: 9780367775568 / Angielski / Miękka / 2022 / 228 str.

Helen Katz

Opis

The eighth edition of The Media Handbook continues to provide a practical introduction to the media planning and buying processes.

Spis treści

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

O autorze

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, and the University of Illinois.