000			01983nam a22002057a 4500
999			_c21553 _d21553
020			_a9781138352643
041			_aENG
082			_a659 _bKAT
100			_aKatz, Helen E.
245			_aThe media handbook : _ba complete guide to advertising media selection, planning, research, and buying / _cHelen Katz.
250			_a7th ed.
260			_aNew York : _bRoutledge, Taylor & Francis Group, _c2019.
300			_axx, 235 pages : _billustrations ; _c23 cm.
440			_aRoutledge communication series.
520			_a"The Media Handbook provides a practical introduction to the advertising, media planning, and buying processes. Emphasizing basic calculations and the practical realities of offering alternatives and evaluating the plan, this seventh edition includes updated statistics and coverage of social media, automation, and the continuing digitization of media. It covers over-the-top television, programmatic TV, digital advertising, and the automation of buying across all media. Author Helen Katz provides a continued focus on how planning and buying tie back to the strategic aims of the brand and the client, keeping practitioners and students up to date with current industry examples and practices. The companion website [insert CW link] to the book includes resources for both students and instructors. Students have access to flashcards to test themselves on main concepts, a list of key media associations, and template flowchart and formulas. Instructors can find lecture slides and sample test questions to assist in their course preparation. 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, DePaul University, and the University of Illinois"
650			_aAdvertising media planning.
650			_aMass media and business.
650			_aMarketing channels.
942			_2ddc _cBK