02323cam a22003258i 450000100090000000300040000900500170001300800410003001000170007102000310008802000300011902000260014902000270017504000230020204200080022505000240023310000280025724501210028525000120040626300090041826400380042730000140046533600260047933700280050533800270053352013520056065000320191265000290194465000240197321005601OSt20230317101524.0190605s2019    nyu           000 0 eng    a  2019021237  a9780429434655q(paperback)  a9781138352636q(hardback)  z9780429785634q(epub)  z9781138352643q(ebook)  aDLCbengerdacDLC  apcc00aHF5826.5b.K38 20191 aKatz, Helen E.eauthor.14aThe media handbook :ba complete guide to advertising media selection, planning, research, and buying /cHelen Katz.  a7th ed.  a1908 1aNew York, NY :bRoutledge,c2019.  axx, 235p.  atextbtxt2rdacontent  aunmediatedbn2rdamedia  avolumebnc2rdacarrier  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"--cProvided by publisher. 0aAdvertising media planning. 0aMass media and business. 0aMarketing channels.