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

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

by Helen Katz
 

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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:
9780415856720
Publisher:
Taylor & Francis
Publication date:
11/11/2013
Series:
Routledge Communication Series
Edition description:
Revised
Pages:
248
Product dimensions:
6.20(w) x 9.00(h) x 0.80(d)

Meet the Author

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 and the University of Illinois.

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