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The media handbook: a complete guide to advertising media selection, planning, research, and buying

The media handbook: a complete guide to advertising media selection, planning, research, and buying

Katz, Helen

Written as an introduction to the media planning and buying process, this handbook should help the college student gain a clearer understanding of the media and how it fits into the overall marketing process. It should also be useful for those working in the advertising or media industries

Paperback, Book. English.
7th edition.
See all editions (3)
Published New York: Routledge, 2019

Available at Middlesbrough Campus.

  • Middlesbrough Campus – 1 available: (Floor 3) 659/KAT

    Barcode Shelfmark Loan type Status
    24053538 (Floor 3) 659/KAT Standard Available

Details

Statement of responsibility: Helen Katz
ISBN: 1138352640, 9781138352643
Intended audience: Specialized.
Note: Includes bibliographical references and index.
Note: Previous edition: New York: Routledge, 2017.
Physical Description: xx, 235p. : ill.; 23cm.
Series: Routledge communication series
Subject: Advertising media planning.; Marketing channels.; Business and Management.; Mass media and business.

Contents

  1. Prefaces
  2. 1. What Is Media?
  3. 2. Media in the Marketing Context
  4. 3. Developing Optimal Media Objectives and Strategies
  5. 4. Exploring the Media Part 1-Paid
  6. 5. Exploring the Media Part 2-Paid Digital
  7. 6. Exploring the Media: Owned
  8. 7. Exploring the Media: Earned
  9. 8. Terms, Calculations, and Considerations
  10. 9. Creating the Plan
  11. 10. Beyond the Plan: Media Buys and Plan Evaluations
  12. Appendix