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.
Copies:
Available:*
Library | Material Type | Item Barcode | Shelf Number | Status | Item Holds |
|---|---|---|---|---|---|
Searching... | Book | 7.2/15/40209 | HF5826.5 K38 2014 | Searching... | Searching... |