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 depart
