000			01547cam a22003618i 4500
001			17827969
003			OSt
005			20141103145518.0
008			130726s2013 nyu b 001 0 eng
010			_a 2013028080
020			_a9780415856713 (pbk.)
020			_a9780415856720 (hardback)
040			_aDLC _beng _cDLC _erda _dSIU Central Library
042			_apcc
050	0	0	_aHF5826.5 _b.K38 2013
082	0	0	_a659 _223 _b40495
100	1		_aKatz, Helen.
245	1	4	_aThe media handbook : _ba complete guide to advertising media selection, planning, research, and buying / _cby Helen Katz.
250			_aFifth edition.
260			_aLondon _bRoutledge _c2014
263			_a1311
300			_axii, 232 pages cm.
365			_bRs.3442.12 _e31.99 UKP
366			_2Radiant Book Service, Pune. Invoice No.1172
504			_aa Includes bibliographical references and index.
505	0		_aToday'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.
650		0	_aAdvertising media planning.
650		0	_aMass media and business.
650		0	_aMarketing channels.
906			_a7 _bcbc _corignew _d1 _eecip _f20 _gy-gencatlg
942			_2ddc _cB
999			_c254669 _d254669