{"product_id":"the-media-handbook-a-complete-guide-to-advertising-media-selection-planning-research-and-buying-paperback","title":"The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying - Paperback","description":"\u003cp\u003eby \u003cb\u003eHelen Katz\u003c\/b\u003e (Author)\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003eThe eighth edition of \u003ci\u003eThe Media Handbook\u003c\/i\u003e continues to provide a practical introduction to the media planning and buying processes.\u003c\/p\u003e\u003cp\u003eStarting with the broader context in which media planning occurs, including a basic understanding of competitive spending and target audiences, the book takes readers through the fundamentals of each media channel, leading to the creation of a media plan. Throughout, concepts and calculations are clearly explained. This new edition reflects the changes in how people consume media today with: \u003c\/p\u003e\u003cul\u003e \u003cli\u003ea new chapter on how audiences are defined and created\u003c\/li\u003e \u003cli\u003ereorganization of the media channel chapters to cover planning and buying together\u003c\/li\u003e \u003cli\u003eexpanded coverage of digital formats in all channels\u003c\/li\u003e \u003cli\u003eadded discussion of measurement\u003c\/li\u003e \u003cli\u003ecompletely updated data and examples.\u003c\/li\u003e \u003c\/ul\u003e\u003cp\u003e \u003ci\u003eThe Media Handbook, Eighth Edition\u003c\/i\u003e is the ideal text for courses in media planning and buying in advertising\/communication departments.\u003c\/p\u003e\u003cp\u003eSupplemental online resources for both students and instructors are also available. For students, there is a list of key media associations and chapter overviews. To assist in their course preparation, instructors will find lecture slides, sample test questions, and new sample media planning exercise scenarios with accompanying practice spreadsheets. These resources are available at www.routledge.com\/9780367775568, under Support Material.\u003c\/p\u003e\u003ch3\u003eAuthor Biography\u003c\/h3\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eHelen Katz\u003c\/strong\u003e 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.\u003c\/p\u003e\u003cdiv\u003e\n\u003cstrong\u003eNumber of Pages:\u003c\/strong\u003e 228\u003c\/div\u003e\u003cdiv\u003e\n\u003cstrong\u003eDimensions:\u003c\/strong\u003e 0.53 x 9 x 6 IN\u003c\/div\u003e\u003cdiv\u003e\n\u003cstrong\u003eIllustrated:\u003c\/strong\u003e Yes\u003c\/div\u003e\u003cdiv\u003e\n\u003cstrong\u003ePublication Date:\u003c\/strong\u003e July 07, 2022\u003c\/div\u003e","brand":"Books by splitShops","offers":[{"title":"Default Title","offer_id":51783845413152,"sku":"9780367775568","price":137.68,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0974\/9764\/5344\/files\/5a2644c8551959a890ab442f7e58d766.webp?v=1780595699","url":"https:\/\/ebocreations.com\/products\/the-media-handbook-a-complete-guide-to-advertising-media-selection-planning-research-and-buying-paperback","provider":"The E-Book Oasis LLC","version":"1.0","type":"link"}