The media handbook : a complete guide to advertising media selection, planning, research, and buying
by
Katz, Helen E.
Title
:
The media handbook : a complete guide to advertising media selection, planning, research, and buying
Author
:
Katz, Helen E.
ISBN
:
9780415856713
9780415856720
Personal Author
:
Katz, Helen E.
Edition
:
Fifth edition.
Physical Description
:
xii, 232 pages ; 23 cm.
Series
:
Routledge Communication Series
Routledge communication series.
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.
Subject Term
:
Advertising media planning.
Mass media and business.
Marketing channels.
Advertising media planning. (OCoLC)fst00797876
Marketing channels. (OCoLC)fst01010265
Mass media and business. (OCoLC)fst01011331
Mediaplanning. (NL-LeOCL)078586011
Reclame. (NL-LeOCL)078645875
Genre
:
Gidsen (vorm) (NL-LeOCL)088143201
| Library | Material Type | Item Barcode | Shelf Number | Copy |
|---|
| IIE Sandton | General Books | 000186247 | 659 KAT | 1 |