The media handbook :
Katz, Helen.
The media handbook : a complete guide to advertising media selection, planning, research, and buying / by Helen Katz. - Fifth edition. - London Routledge 2014 - xii, 232 pages cm.
a 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.
9780415856713 (pbk.) 9780415856720 (hardback)
2013028080
Advertising media planning.
Mass media and business.
Marketing channels.
HF5826.5 / .K38 2013
659 / 40495
The media handbook : a complete guide to advertising media selection, planning, research, and buying / by Helen Katz. - Fifth edition. - London Routledge 2014 - xii, 232 pages cm.
a 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.
9780415856713 (pbk.) 9780415856720 (hardback)
2013028080
Advertising media planning.
Mass media and business.
Marketing channels.
HF5826.5 / .K38 2013
659 / 40495
