The media handbook : a complete guide to advertising media selection, planning, research, and buying
by
Katz, Helen E., author.
Title
:
The media handbook : a complete guide to advertising media selection, planning, research, and buying
Author
:
Katz, Helen E., author.
ISBN
:
9780415856713
9780415856720
Edition
:
Fifth edition.
Publication Information
:
New York : Routledge, 2014.
Physical Description
:
xii, 232 pages : illustrations ; 23 cm.
Series
:
Routledge Communication Series
Contents
:
Today's definition of media -- Media in the marketing context -- Developing optimal media objectives and strategies -- Exploring the media, part 1 : paid -- Exploring the media, part 2 : owned -- Exploring the media, part 3 : earned -- Terms, calculations, and considerations -- Creating the plan -- Making the media buys -- Evaluating the media plan.
Subject Term
:
Advertising media planning.
Mass media and business.
Marketing channels.
| Library | Material Type | Item Barcode | Shelf Number | [[missing key: search.ChildField.HOLDING]] | Status |
|---|
| Beytepe Library | Book | 7.2/15/40209 | HF5826.5 K38 2014 | | Beytepe Genel Koleksiyon |