The media handbook :
Katz, Helen E.,
The media handbook : a complete guide to advertising media selection, planning, research, and buying / Helen Katz - Fifth edition - xii, 232 pages ; 23 cm - Routledge Communication Series . - Routledge communication series .
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
9780415856713 (pbk.) 041585671X (pbk.) 9780415856720 (hardback) 0415856728 (hardback)
2013028080
Advertising media planning
Mass media and business
Marketing channels
HF5826.5 / .K38 2014
659
The media handbook : a complete guide to advertising media selection, planning, research, and buying / Helen Katz - Fifth edition - xii, 232 pages ; 23 cm - Routledge Communication Series . - Routledge communication series .
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
9780415856713 (pbk.) 041585671X (pbk.) 9780415856720 (hardback) 0415856728 (hardback)
2013028080
Advertising media planning
Mass media and business
Marketing channels
HF5826.5 / .K38 2014
659