Media Handbook at Meripustak

Media Handbook

Books from same Author: Katz And Helen

Books from same Publisher: T&F/Routledge

Related Category: Author List / Publisher List


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  • General Information  
    Author(s)Katz And Helen
    PublisherT&F/Routledge
    Edition9th Edition
    ISBN9781032671369
    BindingSoftcover
    LanguageEnglish
    Publish YearApril 2025

    Description

    T&F/Routledge Media Handbook by Katz And Helen

    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 streaming. It also includes more charts and tables to provide additional visual appeal and understanding. Newly updated data, more international brand examples, and a summary of key media calculations round out this thoroughly updated edition.This text remains ideal for courses in media planning and buying in advertising and mass communication departments.Supplemental online resources for both students and instructors are also available. To assist in their course preparation, instructors will find lecture slides and sample test questions while students will benefit from chapter overviews and new sample media planning exercise scenarios with accompanying practice spreadsheets. Please visit www.routledge.com/9781032671369.