The Media Handbook

readers

Helen Katz, \"The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying (Volume in Lea's Communication Series)\"
Publisher: Lawrence Erlbaum | 2003 | ISBN: 0805842675 | PDF | 208 pages | 1 MB

The Media Handbook provides a practical introduction to the complete media planning and buying process. In this updated and expanded edition, author Helen Katz explains basic media planning and buying calculations along with the practical realities of offering plan alternatives and evaluating the plan once it has been created. She also covers the benefits and drawbacks of each major media form (television, magazines, newspapers, radio, out of home, and Internet) and examines how media fits into the overall marketing framework, providing insights on how marketing and media objectives are established.


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