{"product_id":"the-media-handbook-a-complete-guide-to-advertising-media-selection-planning-research-and-buying-routledge-communication-series","title":"The Media Handbook: A Complete Guide to Advertising Media Selection  Planning  Research  and Buying (Routledge Communication Series)","description":"\u003cp\u003eThe 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.\u003c\/p\u003e","brand":"My Store","offers":[{"title":"Default Title","offer_id":44984596365365,"sku":"ByrdShop_1138352640","price":28.3,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0627\/8139\/0901\/files\/9781138352643.jpg?v=1770838361","url":"https:\/\/atxbooks.com\/products\/the-media-handbook-a-complete-guide-to-advertising-media-selection-planning-research-and-buying-routledge-communication-series","provider":"ATX Books","version":"1.0","type":"link"}