The media handbook : a complete guide to advertising media selection, planning, research, and buying
Title:
The media handbook : a complete guide to advertising media selection, planning, research, and buying
Author:
Katz, Helen E.
ISBN:
9780415856713
9780415856720
Personal Author:
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.
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