The Media Handbook

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