The Media Handbook (9th ed.)

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.