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

By: Material type: TextTextSeries: Routledge communication seriesPublisher: New York : Routledge, 2014Copyright date: ℗♭2014Edition: Fifth editionDescription: xii, 232 pages ; 23 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 9780415856713 (pbk.)
  • 041585671X (pbk.)
  • 9780415856720 (hardback)
  • 0415856728 (hardback)
Subject(s): DDC classification:
  • 659 23
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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Holdings
Item type Current library Call number Status Date due Barcode
Books Books Centeral Library First Floor - Mass communication 659 K.H.M 2014 (Browse shelf(Opens below)) 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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