The Resource The media handbook, Helen Katz

The media handbook, Helen Katz

Label
The media handbook
Title
The media handbook
Statement of responsibility
Helen Katz
Creator
Subject
Language
eng
Cataloging source
DLC
http://library.link/vocab/creatorName
Katz, Helen E
Index
index present
LC call number
HF5826.5
LC item number
.K38 1995
Literary form
non fiction
Nature of contents
bibliography
http://library.link/vocab/subjectName
  • Advertising media planning
  • Mass media and business
  • Marketing channels
  • Plans médias
  • Médias et affaires
  • Circuits de distribution
  • Advertising media planning
  • Marketing channels
  • Mass media and business
  • Advertenties
  • Massamedia
Label
The media handbook, Helen Katz
Instantiates
Publication
Bibliography note
Includes bibliographical references and index
Carrier category
volume
Carrier category code
  • nc
Carrier MARC source
rdacarrier
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
Contents
What media are out there? -- The role of media in business -- The role of media in consumers' lives -- How media work with advertising -- Tasks in media -- Summary -- Getting to know the consumer -- Looking at the marketplace -- What are the competitors up to? -- Where is your brand sold? -- A word about budgets -- Timing and other issues -- Summary -- Checklist : media in the marketing context -- How the marketing objective leads to the media objective -- Media and the advertising objective -- Advertising objectives and the consumer decision process -- Media and the consumer decision process -- Establishing media objectives -- Summary -- Checklist : developing optimal media objectives -- Major media categories -- A television in every home -- New forms of television -- Benefits of television to advertisers -- Drawbacks of television advertising -- Radio : the "everywhere" medium -- Benefits of radio to advertisers -- Drawbacks of radio advertising -- All the news that's fit to print : newspaper advertising -- Benefits of newspapers to advertisers -- Drawbacks of newspaper advertising -- Magazines : an explosion of choice -- Benefits of magazines to advertisers -- Drawbacks of magazine advertising -- Outdoor billboards : from Cairo, Egypt, to Cairo, Illinois -- Benefits of outdoor billboards to advertisers -- Drawbacks of outdoor billboard advertising -- Which media should you use? -- Non-traditional media -- Summary -- Checklist : exploring the major media
Dimensions
24 cm
Extent
xiv, 163 pages
Isbn
9780844235165
Lccn
94023760
Media category
unmediated
Media MARC source
rdamedia
Media type code
  • n
System control number
  • (OCoLC)31435469
  • (OCoLC)ocm31435469
Label
The media handbook, Helen Katz
Publication
Bibliography note
Includes bibliographical references and index
Carrier category
volume
Carrier category code
  • nc
Carrier MARC source
rdacarrier
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
Contents
What media are out there? -- The role of media in business -- The role of media in consumers' lives -- How media work with advertising -- Tasks in media -- Summary -- Getting to know the consumer -- Looking at the marketplace -- What are the competitors up to? -- Where is your brand sold? -- A word about budgets -- Timing and other issues -- Summary -- Checklist : media in the marketing context -- How the marketing objective leads to the media objective -- Media and the advertising objective -- Advertising objectives and the consumer decision process -- Media and the consumer decision process -- Establishing media objectives -- Summary -- Checklist : developing optimal media objectives -- Major media categories -- A television in every home -- New forms of television -- Benefits of television to advertisers -- Drawbacks of television advertising -- Radio : the "everywhere" medium -- Benefits of radio to advertisers -- Drawbacks of radio advertising -- All the news that's fit to print : newspaper advertising -- Benefits of newspapers to advertisers -- Drawbacks of newspaper advertising -- Magazines : an explosion of choice -- Benefits of magazines to advertisers -- Drawbacks of magazine advertising -- Outdoor billboards : from Cairo, Egypt, to Cairo, Illinois -- Benefits of outdoor billboards to advertisers -- Drawbacks of outdoor billboard advertising -- Which media should you use? -- Non-traditional media -- Summary -- Checklist : exploring the major media
Dimensions
24 cm
Extent
xiv, 163 pages
Isbn
9780844235165
Lccn
94023760
Media category
unmediated
Media MARC source
rdamedia
Media type code
  • n
System control number
  • (OCoLC)31435469
  • (OCoLC)ocm31435469

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