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The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying

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The book takes readers through the fundamentals of each media channel, leading to the creation of a media plan. This edition features a revised and expanded chapter on digital media for both planning and buying (including programmatic), with additional material on artificial intelligence, the metaverse and augmented/virtual reality, and streaming. It also includes more charts and tables to provide additional visual appeal and understanding. Newly updated data, more international brand examples, and a summary of key media calculations round out this thoroughly updated edition.

This text remains ideal for courses in media planning and buying in advertising and mass communication departments. Supplemental online resources for both students and instructors are also available. To assist in their course preparation, instructors will find lecture slides and sample test questions while students will benefit from chapter overviews and new sample media planning exercise scenarios with accompanying practice spreadsheets.

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Ketersediaan

Tidak ada salinan data

Informasi Detail

Judul Seri

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No. Panggil

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Penerbit

New Jersey : Lawrence Erlbaum Associates., 2003

Deskripsi Fisik

xiv + 185 hlm.; 15 x 23 cm

Bahasa

English

ISBN/ISSN

0805842675

Klasifikasi

NONE

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

Ed. 2

Subjek

media planning
media buying
adversiting research
media selection
programmatic adversiting

Info Detail Spesifik

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Pernyataan Tanggungjawab

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Versi lain/terkait

Lampiran Berkas

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