The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying / Edition 2

The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying / Edition 2

by Helen Katz
     
 

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ISBN-10: 0805842683

ISBN-13: 9780805842685

Pub. Date: 04/28/2003

Publisher: Taylor & Francis

This text for students and professionals in marketing and communications provides an introduction to the process of planning and buying advertising media. Coverage includes the benefits and drawbacks of each major media form, the role of media research, and the importance of offering clients a number of alternative plans. The second edition contains new information on

Overview

This text for students and professionals in marketing and communications provides an introduction to the process of planning and buying advertising media. Coverage includes the benefits and drawbacks of each major media form, the role of media research, and the importance of offering clients a number of alternative plans. The second edition contains new information on Internet advertising as well as current listings of industry resources and associations. Katz is a media strategist for General Motors. Annotation ©2003 Book News, Inc., Portland, OR

Product Details

ISBN-13:
9780805842685
Publisher:
Taylor & Francis
Publication date:
04/28/2003
Series:
Routledge Communication Series
Edition description:
Older Edition
Pages:
208
Product dimensions:
6.00(w) x 8.90(h) x 0.80(d)

Table of Contents

Contents: Foreword. Preface. Introduction. What Is Media? Media in the Marketing Context. Developing Optimal Media Objectives. Exploring the Media. Terms, Calculations, and Considerations. Creating the Plan. Offering Alternatives. Making the Media Buys. Evaluating the Media Plan. Appendices.

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