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Full title details

  

Author Katz, Helen E. Title The media handbook : a complete guide to advertising media selection, planning, research, and buying / Helen Katz. Imprint New York : Routledge, 2013. Edition 5th edition.

LOCATION	CLASS #	NOTE	STATUS
General Collection	659 KAT		AVAILABLE

Additional Information about this title

Phys. Description xii, 232 pages : illustrations (black and white) ; 23 cm. Content type text still image Media type unmediated Carrier type volume Series Routledge communication series Routledge communication series Bibliog. a Includes bibliographical references and index. Contents Today's definition of media -- Media in the marketing context -- Developing media objectives and strategies -- Exploring the media, part 1: paid -- Exploring the media, part 2: earned -- Exploring the media, part 3: owned -- Terms, calculations, and considerations -- Creating the plan, considering alternatives -- Making the buys -- Evaluating the media plan and looking ahead. Subject Advertising media planning. Mass media and business. Marketing channels. ISBN 9780415856713 Marc text rdacontent

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