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The Media Handbook Helen Katz (Publicis Groupe, USA)

The Media Handbook By Helen Katz (Publicis Groupe, USA)

The Media Handbook by Helen Katz (Publicis Groupe, USA)


$109.39
Condition - New
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Summary

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

The Media Handbook Summary

The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying by Helen Katz (Publicis Groupe, USA)

  • Ideal for preparing students for careers in advertising, media planning, communication, and marketing and for practitioners who need a brush-up on latest trends.
  • Contemporary and up to date, written by an author who both works in the industry and teaches the subject.
  • Accompanied by useful online resources such as a sample worksheets to practice planning scnarios, lecture slides, and test questions.

About Helen Katz (Publicis Groupe, USA)

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.

Table of Contents

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

Additional information

NGR9780367775568
9780367775568
0367775565
The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying by Helen Katz (Publicis Groupe, USA)
New
Paperback
Taylor & Francis Ltd
2022-07-07
228
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a new book - be the first to read this copy. With untouched pages and a perfect binding, your brand new copy is ready to be opened for the first time

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