Title
The Media Handbook (Routledge Communication Series),New
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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 sixth edition reflects the critical changes in how advertising in various media is planned, bought, and sold by todays industry professionals. Author Helen Katz looks at the larger marketing, advertising, and media objectives, and follows with an exploration of major media categories, covering paid, owned, and earned media forms, including digital media. She provides a comprehensive analysis of planning and buying, with a continued focus on how those tactical elements tie back to the strategic aims of the brand and the client.Also available is a Companion Website that expands The Media Handbooks content in an online forum. Here, students and instructors can find tools to enhance course studies such as chapter overviews, PowerPoint slides, and sample questions.With its emphasis on realworld industry practice, The Media Handbook provides an essential introduction to students in advertising, media planning, communication, and marketing. It serves as an indispensable reference for anyone pursuing a career in media planning, buying, and research.
⚠️ WARNING (California Proposition 65):
This product may contain chemicals known to the State of California to cause cancer, birth defects, or other reproductive harm.
For more information, please visit www.P65Warnings.ca.gov.
- Q: What is the main focus of The Media Handbook? A: The Media Handbook primarily focuses on the advertising media planning and buying processes, providing practical insights into how media is planned, bought, and sold in today's industry.
- Q: Who is the author of The Media Handbook? A: The Media Handbook is authored by Helen Katz, who explores various aspects of marketing, advertising, and media objectives.
- Q: What editions of The Media Handbook are available? A: The current available edition is the sixth edition, published on September 12, 2016.
- Q: How many pages does The Media Handbook have? A: The Media Handbook contains 256 pages, making it a comprehensive resource for students and professionals.
- Q: Is there additional content available for The Media Handbook? A: Yes, there is a Companion Website that offers supplementary materials such as chapter overviews, PowerPoint slides, and sample questions to enhance the learning experience.
- Q: What formats is The Media Handbook available in? A: The Media Handbook is available in paperback format.
- Q: Is The Media Handbook suitable for beginners? A: Yes, The Media Handbook provides a practical introduction to media planning and buying, making it suitable for students and beginners in the field.
- Q: What topics are covered in The Media Handbook? A: The Media Handbook covers key media categories, including paid, owned, and earned media forms, with a strong emphasis on digital media.
- Q: What is the condition of The Media Handbook being sold? A: The Media Handbook is sold in new condition, ensuring that readers receive a high-quality product.
- Q: How does The Media Handbook tie tactical elements to strategic aims? A: The Media Handbook emphasizes how tactical elements of media planning and buying align with the strategic goals of brands and clients, providing a holistic view of advertising.