The Media Handbook

Released on by Helen Katz
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  • The Media Handbook Book Detail

  • Author : Helen Katz
  • Release Date : 2019-05-03
  • Publisher : Routledge
  • Genre : Business & Economics
  • Pages : 236
  • ISBN 13 : 042978564X
  • File Size : 71,71 MB
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The Media Handbook by Helen Katz PDF Summary

Book 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.

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The Media Handbook

The Media Handbook

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The Media Handbook provides a practical introduction to the advertising, media planning, and buying processes. Emphasizing basic calculations and the practical

Choice and Preference in Media Use

Choice and Preference in Media Use

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Mediated messages flood our daily lives, through virtually endless choices of media channels, genres, and content. However, selectivity determines what media me