HKSYU Course Resources

"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. --