000			02196cam a22002898i 4500
001			22356463
003			OSt
005			20230301080608.0
008			211220s2022 nyu b 001 0 eng
010			_a 2021052073
020			_a9780367775568 _q(paperback)
040			_cDLC
082	0	0	_a659 KAT.T
100	1		_aKatz, Helen E. _eauthor.
245	1	4	_aThe media handbook : _ba complete guide to advertising media selection, planning, research, and buying / _cHelen Katz.
250			_a8th Edition.
263			_a2206
264		1	_aNew York, NY : _bRoutledge, _c2022.
300			_a228 pages
490	0		_aRoutledge communication series
500			_aRevised edition of the author's The media handbook, 2019.
520			_a"The eighth edition of The Media Handbook continues to provide a practical introduction to the media planning and buying processes. Starting with the broader context in which media planning occurs, including a basic understanding of competitive spending and target audiences, the book takes readers through the fundamentals of each media channel, leading to the creation of a media plan. Throughout, concepts and calculations are clearly explained. This new edition reflects the changes in how people consume media today: a new chapter on how audiences are defined and created reorganization of the media channel chapters to cover planning and buying together expanded coverage of digital formats in all channels added discussion of measurement completely updated data and examples. The Media Handbook, Eighth Edition is the ideal text for courses in media planning and buying in advertising/communication departments. The Companion Website to the book includes resources for both students and instructors. For students, there is a list of key media associations and new sample media planning exercise scenarios with accompanying practice spreadsheets. Instructors can find lecture slides and sample test questions to assist in their course preparation. Please visit www.routledge.com/cw/katz"-- _cProvided by publisher.
650		0	_aAdvertising media planning.
650		0	_aMass media and business.
650		0	_aMarketing channels.
942			_2ddc _cBK
999			_c672867 _d672867