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Full Product Details

Author:   C. Ann Hollifield (University of Florida, USA) ,  Amy Jo Coffey (University of Georgia, USA)
Publisher:   Taylor & Francis Ltd
Imprint:   Routledge
Weight:   1.340kg
ISBN:  

9781138581050

ISBN 10:   1138581054
Pages:   416
Publication Date:   27 June 2023
Audience:   College/higher education ,  Tertiary & Higher Education
Format:   Paperback
Publisher's Status:   Active
Availability:   In Print  
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Table of Contents

Part 1: Foundations of Media Analytics 1.The Industry and Profession of Media Analytics 2. Fundamentals of Media Economics and Management 3. Fundamentals of Research Design and Methodology 4. Communicating Insights Part 2: Media Analytics and the Business of Media: Advertising and Consumers 5. Advertising Analytics 6. Consumer Behavior and Marketing 7. Big Data Part 3: Media Analytics Across Industry Sectors 8. Foundations of Audiovisual Measurement 9. Video Analytics 10. Audio Analytics 11. Publishing Analytics 12. Online and Mobile Analytics 13. Social Media Analytics 14. News Analytics 15. Entertainment Media Analytics

Reviews

Hollifield & Coffey provide the practical and conceptual foundation students need to become professional media research analysts. This text provides clear demonstrations of how multiple research methods produce key insights within various industry contexts. In doing so, it will distinguish itself as an enduring resource for both students and instructors. - Matthew Corn, Director of Research, HBO/HBO Max. An indispensable resource not only for students of media analytics, but for professionals as well. It provides a comprehensive and detailed study of today's complex media ecosystem and how to effectively reach consumer targets on the right platforms at the right time with the right message. - Steve Walsh, Chief Revenue Officer, Consumer Orbit. It is no exaggeration to say that those of us who teach media analytics have been desperate for a book like this. It is comprehensive in terms of the industry sectors, measurement systems, and analytical contexts covered; and best of all, it comes with actual data for students to work with. - Philip M. Napoli, Director, DeWitt Wallace Center for Media & Democracy, Duke University, USA.

Author Information

C. Ann Hollifield, Ph.D., is Professor Emerita at the University of Georgia, USA, and an international consultant on news media viability. In 2006, she founded one of the first certificate programs in media analytics in the United States. She is the author/editor of more than 50 publications on media economics and management. Amy Jo Coffey, Ph.D., is Associate Professor in Media Management at the University of Florida, USA, where she also developed the online master’s program and certificate in audience analytics. Her published research has focused on media management and economics topics, including audience valuation, advertiser investment in diverse audiences, and media ownership.

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