01615cam a2200397 i 4500
0
0
ddc
0
0
MSA
MSA
First Floor - Mass communication
2016-11-16
0
659 K.H.M 2014
23128
2016-11-16 00:00:00
2016-11-16
BK
10056
10056
854761723
OCoLC
20170410154143.0
130726t20142014nyua b 001 0 eng
2013028080
9780415856713 (pbk.)
041585671X (pbk.)
9780415856720 (hardback)
0415856728 (hardback)
DLC
eng
rda
DLC
YDX
OCLCO
YDXCP
BTCTA
UtOrBLW
pcc
HF5826.5
.K38 2014
659
23
Katz, Helen E.,
author
The media handbook :
a complete guide to advertising media selection, planning, research, and buying /
Helen Katz
Fifth edition
New York :
Routledge,
2014
℗♭2014
xii, 232 pages ;
23 cm
text
rdacontent
unmediated
rdamedia
volume
rdacarrier
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
Advertising media planning
Mass media and business
Marketing channels
Routledge communication series
ddc
BK