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

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

Label
The media handbook : a complete guide to advertising media selection, planning, research, and buying
Title
The media handbook
Title remainder
a complete guide to advertising media selection, planning, research, and buying
Statement of responsibility
Helen Katz
Creator
Subject
Language
eng
Summary
Provides a practical introduction to the media planning and buying process. This handbook emphasizes basic media planning and buying calculations along with the practical realities of offering plan alternatives and evaluating the various plans
Member of
Cataloging source
DLC
http://library.link/vocab/creatorName
Katz, Helen E
Illustrations
illustrations
Index
index present
LC call number
HF5826.5
LC item number
.K38 2010
Literary form
non fiction
Nature of contents
bibliography
Series statement
Communication series
http://library.link/vocab/subjectName
  • Advertising media planning
  • Mass media and business
  • Marketing channels
  • Advertising media planning
  • Marketing channels
  • Mass media and business
  • Marketing
  • Medien
Label
The media handbook : a complete guide to advertising media selection, planning, research, and buying, Helen Katz
Instantiates
Publication
Bibliography note
Includes bibliographical references and index
Contents
  • Making the media buys
  • Evaluating the media plan
  • 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
Dimensions
24 cm.
Edition
4th ed.
Extent
xii, 212 p.
Isbn
9780415873543
Lccn
2009043449
Other physical details
ill.
System control number
  • (OCoLC)461631212
  • (OCoLC)ocn461631212
Label
The media handbook : a complete guide to advertising media selection, planning, research, and buying, Helen Katz
Publication
Bibliography note
Includes bibliographical references and index
Contents
  • Making the media buys
  • Evaluating the media plan
  • 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
Dimensions
24 cm.
Edition
4th ed.
Extent
xii, 212 p.
Isbn
9780415873543
Lccn
2009043449
Other physical details
ill.
System control number
  • (OCoLC)461631212
  • (OCoLC)ocn461631212

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