The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying (Routledge Communication Series) - Softcover

Katz, Helen

Softcover

ISBN 10: 103267136X ISBN 13: 9781032671369

Publisher: Routledge, 2025

Synopsis

Now in its 9th edition, The Media Handbook introduces students to the media planning and buying process with a concise and industry-informed approach.

The book takes readers through the fundamentals of each media channel, leading to the creation of a media plan. This edition features a revised and expanded chapter on digital media for both planning and buying (including programmatic), with additional material on artificial intelligence, the metaverse and augmented/virtual reality, and streaming. It also includes more charts and tables to provide additional visual appeal and understanding. Newly updated data, more international brand examples, and a summary of key media calculations round out this thoroughly updated edition.

This text remains ideal for courses in media planning and buying in advertising and mass communication departments.

Supplemental online resources for both students and instructors are also available. To assist in their course preparation, instructors will find lecture slides and sample test questions while students will benefit from chapter overviews and new sample media planning exercise scenarios with accompanying practice spreadsheets. Please visit www.routledge.com/9781032671369.

About this title

About the Author

Helen Katz is Executive Vice President, Research, at Publicis Media. She has an extensive professional background in media research and has taught advertising and media planning at Michigan State University, DePaul University, New York University, and the University of Illinois.

Edition details

• Publisher: Routledge
• Publication date: 2025
• Language: English
• ISBN 10: 103267136X
• ISBN 13: 9781032671369
• Binding: Paperback
• Number of pages: 220