Librarian View
LEADER 02652nam 2200373 i 4500
001
991008358319707546
005
20251219123123.0
008
251010s2025 nyua b 001 0 eng d
020
a| 9781032671369
q| (paperback)
020
z| 9781032698328
q| (hardback)
020
z| 9781032697031
q| (ebook)
040
a| HK-SYU
b| eng
e| rda
c| HK-SYU
050
4
a| HF5826.5
b| .K389 2025
9| qyt
082
0
0
a| 659
2| 23/eng/20250217
092
0
a| 659
b| KAT 2025
100
1
a| Katz, Helen E.,
e| author.
245
1
4
a| The media handbook :
b| a complete guide to advertising media selection, planning, research, and buying /
c| Helen Katz.
246
3
0
a| Complete guide to advertising media selection, planning, research, and buying
250
a| Ninth edition.
264
1
a| New York, NY :
b| Routledge,
c| 2025.
264
4
c| ©2025
300
a| [xx], 219 pages :
b| illustrations;
c| 23 cm.
336
a| text
b| txt
2| rdacontent
337
a| unmediated
b| n
2| rdamedia
338
a| volume
b| nc
2| rdacarrier
504
a| Includes bibliographical references and index.
520
a| "Now in its 9th edition, The Media Handbook introduces students to the media planning and buying process with a concise and industry-informed approach. 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. Please visit www.routledge.com/9781032671369"--
c| Provided by publisher.
650
0
a| Advertising media planning.
650
0
a| Mass media and business.
650
0
a| Marketing channels.
910
b| qyt
c| wsl
998
a| book
b| 19-12-25
945
h| Principal
l| location
i| barcode
y| id
f| bookplate
a| callnoa
b| callnob
n| JOUR232
945
h| Principal
h| Supplement
l| location
i| barcode
y| id
f| bookplate
a| callnoa
b| callnob
n| PRA460