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Also available is a Companion Website that expands The Media Handbook’s content in an online forum. Here, students and instructors can find tools to enhance course studies such as chapter overviews, PowerPoint slides, and sample questions.
With its emphasis on real-world industry practice, The Media Handbook provides an essential introduction to students in advertising, media planning, communication, and marketing. It serves as an indispensable reference for anyone pursuing a career in media planning, buying, and research.
|Ch. 1||What Is Media?||1|
|Ch. 2||Media in the Marketing Context||9|
|Ch. 3||Developing Optimal Media Objectives||34|
|Ch. 4||Exploring the Media||50|
|Ch. 5||Terms, Calculations, and Considerations||103|
|Ch. 6||Creating the Plan||123|
|Ch. 7||Offering Alternatives||140|
|Ch. 8||Making the Media Buys||152|
|Ch. 9||Evaluating the Media Plan||165|
|App. A||Key Resources||171|
|App. B||Associations and Sources||175|