The media handbook: a complete guide to advertising media selection, planning, research, and buying
"The eighth edition of The Media Handbook continues to provide a practical introduction to the media planning and buying processes. Starting with the broader context in which media planning occurs, including a basic understanding of competitive spending and target audiences, the book takes read...
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
New York ; London
Routledge, Taylor & Francis Group
2022
|
| Ausgabe: | 8th edition |
| Schriftenreihe: | Routledge communication series
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Zusammenfassung: | "The eighth edition of The Media Handbook continues to provide a practical introduction to the media planning and buying processes. Starting 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: a new chapter on how audiences are defined and created reorganization of the media channel chapters to cover planning and buying together expanded coverage of digital formats in all channels added discussion of measurement completely updated data and examples. The Media Handbook, Eighth Edition is the ideal text for courses in media planning and buying in advertising/communication departments. The Companion Website to the book includes resources for both students and instructors. For students, there is a list of key media associations and new sample media planning exercise scenarios with accompanying practice spreadsheets. Instructors can find lecture slides and sample test questions to assist in their course preparation. Please visit www.routledge.com/cw/katz"-- |
| Beschreibung: | Revised edition of the author's: The media handbook, 2019 Includes bibliographical references and index |
| Beschreibung: | xix, 228 Seiten |
| ISBN: | 9781032007878 9780367775568 |
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Datensatz im Suchindex
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| id | DE-604.BV049300668 |
| illustrated | Not Illustrated |
| index_date | 2024-07-03T22:39:05Z |
| indexdate | 2024-07-10T10:00:55Z |
| institution | BVB |
| isbn | 9781032007878 9780367775568 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-034561918 |
| oclc_num | 1333206042 |
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| owner | DE-83 |
| owner_facet | DE-83 |
| physical | xix, 228 Seiten |
| publishDate | 2022 |
| publishDateSearch | 2022 |
| publishDateSort | 2022 |
| publisher | Routledge, Taylor & Francis Group |
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| spelling | Katz, Helen Verfasser (DE-588)1055786724 aut The media handbook a complete guide to advertising media selection, planning, research, and buying Helen Katz 8th edition New York ; London Routledge, Taylor & Francis Group 2022 xix, 228 Seiten txt rdacontent n rdamedia nc rdacarrier Routledge communication series Revised edition of the author's: The media handbook, 2019 Includes bibliographical references and index "The eighth edition of The Media Handbook continues to provide a practical introduction to the media planning and buying processes. Starting 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: a new chapter on how audiences are defined and created reorganization of the media channel chapters to cover planning and buying together expanded coverage of digital formats in all channels added discussion of measurement completely updated data and examples. The Media Handbook, Eighth Edition is the ideal text for courses in media planning and buying in advertising/communication departments. The Companion Website to the book includes resources for both students and instructors. For students, there is a list of key media associations and new sample media planning exercise scenarios with accompanying practice spreadsheets. Instructors can find lecture slides and sample test questions to assist in their course preparation. Please visit www.routledge.com/cw/katz"-- Marketing (DE-588)4037589-4 gnd rswk-swf Massenmedien (DE-588)4037877-9 gnd rswk-swf Mediaplanung (DE-588)4038221-7 gnd rswk-swf Werbung (DE-588)4065541-6 gnd rswk-swf Medien (DE-588)4169187-8 gnd rswk-swf Vermarktung (DE-588)4121857-7 gnd rswk-swf Werbung / (DE-627)091400260 / (DE-2867)12846-5 Werbeträger / (DE-627)091400236 / (DE-2867)12829-5 Mediamix-Strategie / (DE-627)670876305 / (DE-2867)29244-6 Advertising media planning Mass media and business Marketing channels Handbuch Werbung (DE-588)4065541-6 s Massenmedien (DE-588)4037877-9 s DE-604 Mediaplanung (DE-588)4038221-7 s Marketing (DE-588)4037589-4 s Medien (DE-588)4169187-8 s Vermarktung (DE-588)4121857-7 s Erscheint auch als Online-Ausgabe 9781003175704 DE-601 application/pdf https://www.gbv.de/dms/ilmenau/toc/1783419989.PDF Digitalisierung Inhaltsverzeichnis Inhaltsverzeichnis |
| spellingShingle | Katz, Helen The media handbook a complete guide to advertising media selection, planning, research, and buying Marketing (DE-588)4037589-4 gnd Massenmedien (DE-588)4037877-9 gnd Mediaplanung (DE-588)4038221-7 gnd Werbung (DE-588)4065541-6 gnd Medien (DE-588)4169187-8 gnd Vermarktung (DE-588)4121857-7 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)4037877-9 (DE-588)4038221-7 (DE-588)4065541-6 (DE-588)4169187-8 (DE-588)4121857-7 |
| title | The media handbook a complete guide to advertising media selection, planning, research, and buying |
| title_auth | The media handbook a complete guide to advertising media selection, planning, research, and buying |
| title_exact_search | The media handbook a complete guide to advertising media selection, planning, research, and buying |
| title_exact_search_txtP | The media handbook a complete guide to advertising media selection, planning, research, and buying |
| title_full | The media handbook a complete guide to advertising media selection, planning, research, and buying Helen Katz |
| title_fullStr | The media handbook a complete guide to advertising media selection, planning, research, and buying Helen Katz |
| title_full_unstemmed | The media handbook a complete guide to advertising media selection, planning, research, and buying Helen Katz |
| title_short | The media handbook |
| title_sort | the media handbook a complete guide to advertising media selection planning research and buying |
| title_sub | a complete guide to advertising media selection, planning, research, and buying |
| topic | Marketing (DE-588)4037589-4 gnd Massenmedien (DE-588)4037877-9 gnd Mediaplanung (DE-588)4038221-7 gnd Werbung (DE-588)4065541-6 gnd Medien (DE-588)4169187-8 gnd Vermarktung (DE-588)4121857-7 gnd |
| topic_facet | Marketing Massenmedien Mediaplanung Werbung Medien Vermarktung |
| url | https://www.gbv.de/dms/ilmenau/toc/1783419989.PDF |
| work_keys_str_mv | AT katzhelen themediahandbookacompleteguidetoadvertisingmediaselectionplanningresearchandbuying |