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The media handbook : a complete guide to advertising media selection, planning, research, and buying / Helen Katz.
Series: Routledge communication seriesPublication details: New York : Routledge, 2010.Edition: 4th edDescription: xii, 212 p. : ill. ; 24 cmContent type:- text
- unmediated
- volume
- 9780415873543 (pbk.) :
- 0415873541 (pbk.) :
- HF5826.5 .K38 2010
Contents:
What is media? -- Media in the marketing context -- Developing optimal media objectives -- Exploring the media, part 1: traditional -- Exploring the media, part 2: beyond traditional -- Terms, calculations, and considertions -- Creating the plan -- Offering alternatives -- Making the media buys -- Evaluating the media plan.
| Item type | Current library | Home library | Shelving location | Call number | Status | Barcode | |
|---|---|---|---|---|---|---|---|
Books
|
American University in Dubai | American University in Dubai | Main Collection | HF 5826.5 .K38 2010 (Browse shelf(Opens below)) | Available | 5093105 |
What is media? -- Media in the marketing context -- Developing optimal media objectives -- Exploring the media, part 1: traditional -- Exploring the media, part 2: beyond traditional -- Terms, calculations, and considertions -- Creating the plan -- Offering alternatives -- Making the media buys -- Evaluating the media plan.
Includes bibliographical references and index.
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