机读格式显示(MARC)
- 000 02783cam a2200469 a 4500
- 008 190605s2019 nyua b 001 0 eng
- 035 __ |a (OCoLC)1104652225
- 040 __ |a DLC |b eng |e rda |c DLC |d UKMGB |d OCLCF |d OCLCO |d NLHHG |d GZN |d EAU |d CHVBK |d CUL
- 050 00 |a HF5826.5 |b .K38 2019
- 099 __ |a CAL 022020233901
- 100 1_ |a Katz, Helen E., |e author.
- 245 14 |a The media handbook : |b a complete guide to advertising media selection, planning, research, and buying / |c Helen Katz.
- 264 _1 |a New York, NY : |b Routledge, |c 2019.
- 300 __ |a xx, 235 pages : |b illustrations ; |c 23 cm.
- 336 __ |a text |b txt |2 rdacontent
- 337 __ |a unmediated |b n |2 rdamedia
- 338 __ |a volume |b nc |2 rdacarrier
- 490 1_ |a Routledge communication series
- 504 __ |a Includes bibliographical references and index.
- 520 __ |a "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 updated statistics and coverage of social media, automation, and the continuing digitization of media. 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 [insert CW link] to the book includes resources for both students and instructors. Students have access to flashcards to test themselves on main concepts, a list of key media associations, and template flowchart and formulas. Instructors can find lecture slides and sample test questions to assist in their course preparation. Helen Katz is Senior Vice President and Global Research Director for 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"-- |c Provided by publisher.
- 650 _0 |a Advertising media planning.
- 650 _0 |a Mass media and business.
- 650 _0 |a Marketing channels.
- 830 _0 |a Routledge communication series.