The Media Handbook - A Complete Guide to Advertising Media Selection, Planning, Research, and Buying
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Description
The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying 
https://WebToolTip.com
English | 258 pages | Routledge; 7th edition (21 May 2019) | 1138352640 | PDF | 20.03 Mb
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 greater coverage of social media, buying automation, the continued digitization of media, and updated statistics on media consumption. 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.
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