The Media Handbook provides a practical introduction to the complete media planning and buying process. In this updated and expanded edition, author Helen Katz explains basic media planning and buying calculations along with the practical realities of offering plan alternatives and evaluating the plan once it has been created. She also covers the benefits and drawbacks of each major media form …
This is the first volume that covers the use of qualitative research methods in mass media research. Theoretical insights are incorporated from discourse analysis, ethnography and reception theory.