| 000 | 01615cam a2200397 i 4500 | ||
|---|---|---|---|
| 999 |
_c10056 _d10056 |
||
| 001 | 854761723 | ||
| 003 | OCoLC | ||
| 005 | 20170410154143.0 | ||
| 008 | 130726t20142014nyua b 001 0 eng | ||
| 010 | _a2013028080 | ||
| 020 | _a9780415856713 (pbk.) | ||
| 020 | _a041585671X (pbk.) | ||
| 020 | _a9780415856720 (hardback) | ||
| 020 | _a0415856728 (hardback) | ||
| 040 |
_aDLC _beng _erda _cDLC _dYDX _dOCLCO _dYDXCP _dBTCTA _dUtOrBLW |
||
| 042 | _apcc | ||
| 050 | 0 | 0 |
_aHF5826.5 _b.K38 2014 |
| 082 | 0 | 0 |
_a659 _223 |
| 100 | 1 |
_aKatz, Helen E., _eauthor |
|
| 245 | 1 | 4 |
_aThe media handbook : _ba complete guide to advertising media selection, planning, research, and buying / _cHelen Katz |
| 250 | _aFifth edition | ||
| 264 | 1 |
_aNew York : _bRoutledge, _c2014 |
|
| 264 | 4 | _a℗♭2014 | |
| 300 |
_axii, 232 pages ; _c23 cm |
||
| 336 |
_atext _2rdacontent |
||
| 337 |
_aunmediated _2rdamedia |
||
| 338 |
_avolume _2rdacarrier |
||
| 490 | 1 | _aRoutledge Communication Series | |
| 504 | _aIncludes bibliographical references and index | ||
| 505 | 0 | _aToday'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 | |
| 650 | 0 | _aAdvertising media planning | |
| 650 | 0 | _aMass media and business | |
| 650 | 0 | _aMarketing channels | |
| 830 | 0 | _aRoutledge communication series | |
| 942 |
_2ddc _cBK |
||