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

di Helen Katz (Autore)

Taylor & Francis Ltd, 2025

Now in its 9th edition, The Media Handbook introduces students to the media planning and buying process with a concise and industry-informed approach. The book takes readers through the fundamentals of each media channel, leading to the creation of a media plan. This edition features a revised and expanded chapter on digital media for both planning and buying (including programmatic), with additional material on artificial intelligence, the metaverse and augmented/virtual reality, and streaming. It also includes more charts and tables to provide additional visual appeal and understanding. Newly updated data, more international brand examples, and a summary of key media calculations round out this thoroughly updated edition. This text remains ideal for courses in media planning and buying in advertising and mass communication departments. Supplemental online resources for both students and instructors are also available. To assist in their course preparation, instructors will find lecture slides and sample test questions while students will benefit from chapter overviews and new sample media planning exercise scenarios with accompanying practice spreadsheets. Please visit www.routledge.com/9781032671369.

• Autore: Helen Katz
• Editore: Taylor & Francis Ltd
• Collana: Routledge Communication Series
• Anno: 2025
• Rilegatura: Paperback / softback
• Pagine: 220 p.
• Dimensioni: 229 x 152 mm
• Peso: 440 gr.
• EAN: 9781032671369

Testo in English