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

By Helen Katz
eBook
$91.99
By Helen Katz
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Now in its 9th edition, The Media Handbook introduces students to the media planning and buying process with a concise and industry-informed approach.

The book takes readers through the fundamentals of each media channel, leading to the creation of a media plan. This edition features a revised and expanded chapter on digital media for both planning and buying (including programmatic), with additional material on artificial intelligence, the metaverse and augmented/virtual reality, and stream...

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