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The media handbook : a complete guide to advertising media selection, planning, research, and buying / Helen Katz

By: Katz, Helen E [author]
Material type: TextTextSeries: Routledge communication series: Publisher: New York : Routledge, 2014Copyright date: ℗♭2014 Edition: Fifth editionDescription: xii, 232 pages ; 23 cmContent type: text Media type: unmediated Carrier type: volumeISBN: 9780415856713 (pbk.); 041585671X (pbk.); 9780415856720 (hardback); 0415856728 (hardback)Subject(s): Advertising media planning | Mass media and business | Marketing channelsDDC classification: 659 LOC classification: HF5826.5 | .K38 2014
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
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Item type Current location Call number Status Date due Barcode
Books Books Centeral Library
First Floor - Mass communication
659 K.H.M 2014 (Browse shelf) Available 23128

Includes bibliographical references and index

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

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