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| Author | : Jack Z. Sissors |
| Publisher | : National Textbook Company |
| Total Pages | : 133 |
| Release | : 1989 |
| Genre | : Advertising media planning |
| ISBN | : 9780844231624 |
| Author | : Jack Zanville Sissors |
| Publisher | : |
| Total Pages | : 114 |
| Release | : 1983 |
| Genre | : Advertising media planning |
| ISBN | : |
| Author | : Jack Zanville Sissors |
| Publisher | : |
| Total Pages | : 131 |
| Release | : 1976 |
| Genre | : Advertising media planning |
| ISBN | : |
| Author | : Jack Zanville Sisssors |
| Publisher | : |
| Total Pages | : 125 |
| Release | : 1983 |
| Genre | : Advertising media planning |
| ISBN | : 9780872510296 |
| Author | : Don L. Dickinson |
| Publisher | : |
| Total Pages | : 0 |
| Release | : 2012-09-12 |
| Genre | : |
| ISBN | : 9781933199399 |
The second edition of Media Strategy & Planning Workbook: How to Create a Comprehensive Media Plan is now available from Racom Communications. This edition features four significantly upgraded chapters (11 total), 94 new content pages, 112 new exhibits and illustrations, 3 new tear-out exercises, "a 50 percent larger glossary and one completely new chapter focusing on how the media industry operates. The book includes how a media buy is actually made in each paid medium; media plan pretesting; ad agency media department operations; detailed term project specifications for instructors; instructor's guide featuring a course syllabus, exercise answer keys, proposed mid-term and final exams, PowerPoint files to support chapter exhibits and illustrations, and PDF files of exercises and tests. This new book is designed to teach students how to create a comprehensive media plan. It is the most how-to teaching tool available and focuses on teaching marketable skills.
| Author | : Helen Katz |
| Publisher | : Routledge |
| Total Pages | : 236 |
| Release | : 2019-05-03 |
| Genre | : Business & Economics |
| ISBN | : 042978564X |
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 greater coverage of social media, buying automation, the continued digitization of media, and updated statistics on media consumption. 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 to the book includes resources for both students and instructors. For students there are flashcards to test themselves on main concepts, a list of key media associations, a template flowchart and formulas. Instructors can find lecture slides and sample test questions to assist in their course preparation.
| Author | : Jack Zanville Sissors |
| Publisher | : |
| Total Pages | : 147 |
| Release | : 1993 |
| Genre | : Advertising media planning |
| ISBN | : |
| Author | : Helen Katz |
| Publisher | : Taylor & Francis |
| Total Pages | : 231 |
| Release | : 2022-07-07 |
| Genre | : Business & Economics |
| ISBN | : 1000579654 |
The eighth edition of The Media Handbook continues to provide a practical introduction to the media planning and buying processes. 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: a new chapter on how audiences are defined and created reorganization of the media channel chapters to cover planning and buying together expanded coverage of digital formats in all channels added discussion of measurement completely updated data and examples. The Media Handbook, Eighth Edition is the ideal text for courses in media planning and buying in advertising/communication departments. Supplemental online resources for both students and instructors are also available. For students, there is a list of key media associations and chapter overviews. To assist in their course preparation, instructors will find lecture slides, sample test questions, and new sample media planning exercise scenarios with accompanying practice spreadsheets. These resources are available at www.routledge.com/9780367775568, under Support Material.
| Author | : Toby Miller |
| Publisher | : Thomson |
| Total Pages | : |
| Release | : 2003-04 |
| Genre | : |
| ISBN | : 9780324149883 |
| Author | : Robert E. Stevens |
| Publisher | : |
| Total Pages | : 153 |
| Release | : 1997 |
| Genre | : Marketing |
| ISBN | : |
