The media handbook : a complete guide to advertising media selection, planning, research, and buying / Helen Katz.
Katz, Helen E.
2007
HF5826.5 .K38 2007 (Mapit)
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Title
The media handbook : a complete guide to advertising media selection, planning, research, and buying / Helen Katz.
Author
Katz, Helen E.
Edition
3rd ed.
ISBN
9780805857184 (pbk. : alk. paper)
0805857184 (pbk. : alk. paper)
0805857176 (alk. paper)
9780805857177 (alk. paper)
Publication Details
Mahwah, N.J. : L. Erlbaum Associates, 2007.
Language
English
Description
xvii, 189 p. : ill. ; 23 cm.
Call Number
HF5826.5 .K38 2007
Dewey Decimal Classification
659
Bibliography, etc. Note
Includes bibliographical references (p. 181-184) and index.
Series
LEA's communication series
Linked Resources
Publisher description
Table of contents only
Record Appears in
On-Campus Resources > Books
All Resources
What is media?
Media in the marketing context
Developing optimal media objectives
Exploring the media
Terms, calculations, and considerations
Creating the plan
Offering alternatives
Making the media buys
Evaluating the media plan.

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