000			01970cam a22002178i 4500
999			_c36185 _d36185
001			21005601
010			_a 2019021237
020			_a9781138352636
040			_aUOWD
082	0	0	_a659 KA ME
100	1		_aKatz, Helen _930373
245	1	4	_aThe media handbook : _ba complete guide to advertising media selection, planning, research, and buying _cHelen Katz
250			_a7th ed.
260			_aNew York, NY : _bRoutledge, _cc2019.
300			_axx, 235 p. : _bill. ; _c24 cm.
520			_a"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"
650		0	_aAdvertising media planning _917674
650		0	_aMass media and business _926634
650		0	_aMarketing channels _930213
942			_2ddc _cREGULAR