000			02693cam a2200409 i 4500
999			_c10607 _d10607
001			21635511
003			OSt
005			20200915134946.0
006			m |o d |
007			cr||||||||||||
008			190605s2019 nyu o 000 0 eng
010			_a 2019723236
020			_a9780429785634 _q(epub)
020			_a9781138352643 _q(ebook)
020			_z9780429434655 _q(paperback)
020			_z9781138352636 _q(hardback)
040			_aDLC _beng _erda _cDLC _dDLC
050	0	0	_aHF5826.5
082	0	0	_a659 _223
100	1		_aKatz, Helen E. _eauthor.
245	1	4	_aThe Media Handbook : _bA Complete Guide to Advertising Media Selection, Planning, Research, and Buying
250			_aSeventh edition.
264		1	_aNew York, NY : _bRoutledge, _c2019.
300			_a1 online resource
336			_atext _btxt _2rdacontent
337			_acomputer _bc _2rdamedia
338			_aonline resource _bcr _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.
588			_aDescription based on print version record.
650		0	_aAdvertising media planning.
650		0	_aMass media and business.
650		0	_aMarketing channels.
776	0	8	_iPrint version: _tThe media handbook _dNew York, NY : Routledge, 2019. _z9780429434655 _w(DLC) 2019021237
906			_a7 _bcbc _corigcop _d1 _eecip _f20 _gy-gencatlg
942			_2lcc _cBK