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The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying (Routledge Communication Series)

Amazon.com Price: $35.00 (as of 12/05/2019 17:08 PST- Details)

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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 sixth edition reflects the critical changes in how advertising in quite a lot of media is planned, bought, and sold by lately’s industry professionals. Creator Helen Katz looks on 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 center of attention on how those tactical elements tie back to the strategic aims of the brand and the client.

Also to be had is a Companion Site that expands The Media Handbook’s content in a web-based forum. Here, students and instructors can find tools to reinforce course studies such as chapter overviews, PowerPoint slides, and sample questions.

With its emphasis on real-world 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 someone pursuing a career in media planning, buying, and research.

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The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying (Routledge Communication Series)

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