Menu
Your Cart
20% OFF on all RAPS Category books Shop now

The Media Handbook

The Media Handbook
-20 %
The Media Handbook
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 sixth edition reflects the critical changes in how advertising in various media is planned, bought, and sold by today’s industry professionals. Author Helen Katz looks at the larger marketing, advertising, and media objectives, and follows with an exploration of major media categories, covering paid, owned, and earned media forms, including digital media. She provides a comprehensive analysis of planning and buying, with a continued focus on how those tactical elements tie back to the strategic aims of the brand and the client.

Write a review

Please login or register to review
  • Publisher: Routledge
  • Publication Place: UK
  • Publication Year: 2016-09-05
  • Language: English
  • Number of Pages: 256
  • Edition: 6
  • Series: Routledge Communication Series
  • Seller: BestBookBuddies  
  • Category: RAPS
  • Stock: 9999
  • Model: Stock
  • Weight: 0.63kg
  • SKU: Stock
  • ISBN: 9781138689152
  • Sold By: taylorandfrancis
  • Contact Seller
  • ₹9,180.00
    ₹11,475.00
    Tags: ,
    Notification Module
    This is the sticky Notification module. You can use it for any sticky messages such as cookie notices or special promotions, etc.