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000292435 010__ $$a  2002035398
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000292435 020__ $$a0805842683 (pbk. : alk. paper)
000292435 020__ $$a0805842675 (alk. paper)
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000292435 05000 $$aHF5826.5$$b.K38 2003
000292435 08200 $$a659$$221
000292435 1001_ $$aKatz, Helen E.
000292435 24514 $$aThe media handbook :$$ba complete guide to advertising media selection, planning, research, and buying /$$cHelen Katz.
000292435 250__ $$a2nd ed.
000292435 260__ $$aMahwah, N.J. :$$bLawrence Erlbaum,$$c2003.
000292435 300__ $$axix, 185 p. :$$bill. ;$$c24 cm.
000292435 440_0 $$aLEA's communication series
000292435 504__ $$aIncludes bibliographical references (p. 177-180) and index.
000292435 520__ $$aPublisher's description: The Media Handbook provides a practical introduction to the complete media planning and buying process. In this updated and expanded edition, author Helen Katz explains basic media planning and buying calculations along with the practical realities of offering plan alternatives and evaluating the plan once it has been created. She also covers the benefits and drawbacks of each major media form (television, magazines, newspapers, radio, out of home, and Internet) and examines how media fits into the overall marketing framework, providing insights on how marketing and media objectives are established. Highlights of this text include: *explanations of media research with each media form, showing how research is utilized and illustrating its role in understanding how and why people use media; *charts and tables throughout, with useful statistics on media audiences; *national and local examples to show how media planning/buying occur for local businesses and major brand names; *emphasis on the creativity of the media planning/buying discipline; *checklists in each chapter to emphasize critical points; and *current listings of industry resources and associations. With its emphasis on real-world industry practice, The Media Handbook provides an essential introduction to students in advertising, media planning, communication, and marketing. It will serve as an indispensable reference for anyone pursuing a career in media planning, buying, and research.
000292435 650_0 $$aAdvertising media planning.
000292435 650_0 $$aMass media and business.
000292435 650_0 $$aMarketing channels.
000292435 85200 $$bgen$$hHF5826.5$$i.K38$$i2003
000292435 909CO $$ooai:library.usi.edu:292435$$pGLOBAL_SET
000292435 980__ $$aBIB
000292435 980__ $$aBOOK
000292435 994__ $$aC0$$bISE