The Media Handbook av Helen (Publicis Media) Katz

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<P>The eighth edition of <I>The Media Handbook</I> continues to provide a practical introduction to the media planning and buying processes.</P><P>Starting with the broader context in which media planning occurs, including a basic understanding of competitive spending and target audiences, the book takes readers through the fundamentals of each media channel, leading to the creation of a media plan. Throughout, concepts and calculations are clearly explained. This new edition reflects the changes in how people consume media today with:</P><UL><LI>a new chapter on how audiences are defined and created</LI><LI>reorganization of the media channel chapters to cover planning and buying together</LI><LI>expanded coverage of digital formats in all channels</LI><LI>added discussion of measurement</LI><LI>completely updated data and examples.</LI></UL><P> <I>The Media Handbook, Eighth Edition</I> is the ideal text for courses in media planning and buying in advertising/communication depart