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The media handbook : a complete guide to advertising media selection, planning, research, and buying / by Helen Katz.

By: Material type: TextTextPublication details: London Routledge 2014Edition: Fifth editionDescription: xii, 232 pages cmISBN:
  • 9780415856713 (pbk.)
  • 9780415856720 (hardback)
Subject(s): DDC classification:
  • 659 23 40495
LOC classification:
  • HF5826.5 .K38 2013
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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Holdings
Item type Current library Call number Status Date due Barcode
Books Books Symbiosis International University Central Library On Display 659/KAT 40495 (Browse shelf(Opens below)) Available siu-b-40495

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.

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