000			02432cam a22003378i 4500
001			22356463
003			APU
005			20221012121143.0
008			220920s2022 nyu b 001 0 eng
010			_a 2021052073
020			_z9781032007878
020			_a9780367775568 (paperback)
020			_z9781003175704
040			_aDLC _beng _cAPU _dSF
042			_apcc
050	0	0	_aHF5826.5 _b.K38 2022
082	0	0	_a659 _223/eng/20211220
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.
260			_aNew York, NY: _bRoutledge, Taylor & Francis Group, _cc2022.
300			_axix, 228 pages : _billustrations (black and white) ; _c23 cm.
490	0		_aRoutledge communication series
500			_aRevised edition of the author's The media handbook, 2019.
504			_aIncludes bibliographical references and index.
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"--
650		0	_aAdvertising media planning.
650		0	_aMass media and business.
650		0	_aMarketing channels.
942			_2lcc _cBook
999			_c383821 _d383821