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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.
⚠️ WARNING (California Proposition 65):
This product may contain chemicals known to the State of California to cause cancer,
birth defects, or other reproductive harm.
I found this book helpful as someone new to media planning. It has great explanations and step-by-step guidance. I especially liked the chapters on media research. Worth the read for anyone starting out!
A
Aisha Patel
Solid Resource for Beginners
I found this book helpful as someone new to media planning. It has great explanations and step-by-step guidance. I especially liked the chapters on media research. Worth the read for anyone starting out!
A
Aisha Patel
Solid Resource for Beginners
I found this book helpful as someone new to media planning. It has great explanations and step-by-step guidance. I especially liked the chapters on media research. Worth the read for anyone starting out!
J
Jin Park
A Must-Have for Media Buyers
This handbook is really comprehensive and covers every aspect of advertising media selection and planning. I bought it for my marketing class, and my professor keeps referring to it. The insights on research techniques are invaluable!
J
Jin Park
A Must-Have for Media Buyers
This handbook is really comprehensive and covers every aspect of advertising media selection and planning. I bought it for my marketing class, and my professor keeps referring to it. The insights on research techniques are invaluable!
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⚠️ California Proposition 65 Warning: Some products sold on this website may expose you to chemicals known to the State of California to cause cancer, birth defects, or other reproductive harm. For more information, visit www.P65Warnings.ca.gov.
