The media handbook : a complete guide to advertising media selection, planning, research, and buying
著者
書誌事項
The media handbook : a complete guide to advertising media selection, planning, research, and buying
（Communication series / Jennings Bryant, Dolf Zillmann, general editors）
Routledge, 2022
8th ed
- : pbk
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注記
"First edition published by NTC Business Book 1995"--T.p. verso
Includes index
内容説明・目次
内容説明
Ideal for preparing students for careers in advertising, media planning, communication, and marketing and for practitioners who need a brush-up on latest trends.
Contemporary and up to date, written by an author who both works in the industry and teaches the subject.
Accompanied by useful online resources such as a sample worksheets to practice planning scnarios, lecture slides, and test questions.
目次
1. Media in the Big Picture 2. Media Objectives and Strategies 3. From Consumers to Audiences 4. Media Terms and Calculations 5. Planning and Buying for Television 6. Planning and Buying for Audio, Print and Out-of-Home 7. Planning and Buying for Digital 8. Planning and Buying Beyond 9. Putting the Plan Together 10. Evaluating and Measuring Plans and Buys
「Nielsen BookData」 より
