000			02502cam a22003738i 4500
001			21005601
003			OSt
005			20230317101524.0
008			190605s2019 nyu 000 0 eng
010			_a 2019021237
020			_a9780429434655 _q(paperback)
020			_a9781138352636 _q(hardback)
020			_z9780429785634 _q(epub)
020			_z9781138352643 _q(ebook)
040			_aDLC _beng _erda _cDLC
042			_apcc
050	0	0	_aHF5826.5 _b.K38 2019
100	1		_aKatz, Helen E. _eauthor.
245	1	4	_aThe media handbook : _ba complete guide to advertising media selection, planning, research, and buying / _cHelen Katz.
250			_a7th ed.
263			_a1908
264		1	_aNew York, NY : _bRoutledge, _c2019.
300			_axx, 235p.
336			_atext _btxt _2rdacontent
337			_aunmediated _bn _2rdamedia
338			_avolume _bnc _2rdacarrier
520			_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.
650		0	_aAdvertising media planning.
650		0	_aMass media and business.
650		0	_aMarketing channels.
906			_a7 _bcbc _corignew _d1 _eecip _f20 _gy-gencatlg
942			_2lcc _cBK
999			_c20078 _d20077