The Media Handbook
A Complete Guide to Advertising Media Selection, Planning, Research, and Buying
Bibliographic Data
| ID | 23514744 |
|---|---|
| Authors | Helen Katz |
| Year | 2022 |
| Publication date | 2022-05-17 |
| Open Access | No |
| Type | BOOK |
| Venue | Media Handbook (SOURCE_BOOK) |
| Publisher | Routledge (PUBLISHER • GB) |
| DOI | 10.4324/9781003175704 |
| OpenAlex | W4280527667 |
| ISBN | 9781003175704 |
| Open Library | OL36764083M |
| Language | EN |
| Citations received | 2 |
The eighth edition of The Media Handbook continues to provide a practical introduction to the media planning and buying processes. Starting with the broader context in which media planning occurs, including a basic understanding of competitive spending and target audiences, the book takes readers through the fundamentals of each media channel, leading to the creation of a media plan. Throughout, concepts and calculations are clearly explained. This new edition reflects the changes in how people consume media today with: a new chapter on how audiences are defined and created reorganization of the media channel chapters to cover planning and buying together expanded coverage of digital formats in all channels added discussion of measurement completely updated data and examples. The Media Handbook, Eighth Edition is the ideal text for courses in media planning and buying in advertising/communication departments. Supplemental online resources for both students and instructors are also available. For students, there is a list of key media associations and chapter overviews. To assist in their course preparation, instructors will find lecture slides, sample test questions, and new sample media planning exercise scenarios with accompanying practice spreadsheets. These resources are available at www.routledge.com/9780367775568, under Support Material.
Context (archaeology) · Digital media · Geography · Multimedia · Plan (archaeology) · Political science · Public relations · Sample (material) · Test (biology) · World Wide Web · Computer Science · Digital Games and Media · Advertising media planning · Commerce · Marketing channels · Mass media and business
| Citations per year | 2 |
|---|---|
| Citation span | 2026 - 2026 (1) |
| Highly cited | No |