The media handbook : (Record no. 36185)
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| LIBRARY OF CONGRESS CONTROL NUMBER | |
|---|---|
| LC control number | 2019021237 |
| INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 9781138352636 |
| DEWEY DECIMAL CLASSIFICATION NUMBER | |
| Call number | 659 KA ME |
| MAIN ENTRY--PERSONAL NAME | |
| Authors | Katz, Helen |
| TITLE STATEMENT | |
| Title | The media handbook : |
| Subtitle | a complete guide to advertising media selection, planning, research, and buying |
| Statement of responsibility, etc | Helen Katz |
| EDITION STATEMENT | |
| Edition | 7th ed. |
| PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) | |
| Place of publication | New York, NY : |
| Publisher | Routledge, |
| Date | c2019. |
| PHYSICAL DESCRIPTION | |
| Extent | xx, 235 p. : |
| Other Details | ill. ; |
| Size | 24 cm. |
| SUMMARY | |
| Summary | "The Media Handbook provides a practical introduction to 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" |
| SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical Heading | Advertising media planning |
| SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical Heading | Mass media and business |
| SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical Heading | Marketing channels |
| MAIN ENTRY--PERSONAL NAME | |
| -- | 30373 |
| SUBJECT ADDED ENTRY--TOPICAL TERM | |
| -- | 17674 |
| SUBJECT ADDED ENTRY--TOPICAL TERM | |
| -- | 26634 |
| SUBJECT ADDED ENTRY--TOPICAL TERM | |
| -- | 30213 |
| Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Permanent location | Current location | Shelving location | Date acquired | Source of acquisition | Full call number | Barcode | Date last seen | Price effective from | Koha item type | Public note |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| University of Wollongong in Dubai | University of Wollongong in Dubai | Main Collection | 2019-07-03 | AMAUK | 659 KA ME | T0062685 | 2019-06-30 | 2019-06-30 | REGULAR | July2019 |