The Media Handbook

The Media Handbook - Helen Katz | Karta-nauczyciela.org PDF, TXT, FB2. EPUB. MOBI. The book was written on 2021. Look for a book on karta-nauczyciela.org.

INFORMATION

AUTHOR
Helen Katz
DIMENSION
7,66 MB
FILE NAME
The Media Handbook.pdf
ISBN
5341175113538

DESCRIPTION

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.

BROOKE GLADSTONE: Now, that is dangerously wrong. Breaking news, whether of a violent storm or a vicious gunman, creates chaos and confusion.

Or it can be a useful reference book for people working in the advertising or media industries whose responsibilities some- times overlap with the media function. The ... The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying (Routledge Communication Series) With its emphasis on real-world industry practice, The Media Handbook provides an essential introduction to students in advertising, media planning, communication, and marketing.

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