The media handbook : a complete guide to advertising media selection, planning, research, and buying / Helen Katz
Material type: TextSeries: Routledge communication seriesPublisher: New York : Routledge, 2014Copyright date: ℗♭2014Edition: Fifth editionDescription: xii, 232 pages ; 23 cmContent type:- text
- unmediated
- volume
- 9780415856713 (pbk.)
- 041585671X (pbk.)
- 9780415856720 (hardback)
- 0415856728 (hardback)
- 659 23
- HF5826.5 .K38 2014
Item type | Current library | Call number | Status | Date due | Barcode | |
---|---|---|---|---|---|---|
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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