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000313503 001__ 313503
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000313503 010__ $$a  2005057745
000313503 020__ $$a9780805857184 (pbk. : alk. paper)
000313503 020__ $$a0805857184 (pbk. : alk. paper)
000313503 020__ $$a0805857176 (alk. paper)
000313503 020__ $$a9780805857177 (alk. paper)
000313503 035__ $$a(OCoLC)ocm62421348
000313503 035__ $$a313503
000313503 040__ $$aDLC$$cDLC$$dC#P$$dBAKER$$dIG#$$dYDXCP$$dOCLCQ$$dBTCTA$$dYBM
000313503 042__ $$apcc
000313503 049__ $$aISEA
000313503 05000 $$aHF5826.5$$b.K38 2007
000313503 08200 $$a659$$222
000313503 1001_ $$aKatz, Helen E.
000313503 24514 $$aThe media handbook :$$ba complete guide to advertising media selection, planning, research, and buying /$$cHelen Katz.
000313503 250__ $$a3rd ed.
000313503 260__ $$aMahwah, N.J. :$$bL. Erlbaum Associates,$$c2007.
000313503 300__ $$axvii, 189 p. :$$bill. ;$$c23 cm.
000313503 440_0 $$aLEA's communication series
000313503 504__ $$aIncludes bibliographical references (p. 181-184) and index.
000313503 5050_ $$aWhat 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.
000313503 650_0 $$aAdvertising media planning.
000313503 650_0 $$aMass media and business.
000313503 650_0 $$aMarketing channels.
000313503 85200 $$bgen$$hHF5826.5$$i.K38$$i2007
000313503 85642 $$3Publisher description$$uhttp://www.loc.gov/catdir/enhancements/fy0701/2005057745-d.html
000313503 85641 $$3Table of contents only$$uhttp://www.loc.gov/catdir/enhancements/fy0701/2005057745-t.html
000313503 909CO $$ooai:library.usi.edu:313503$$pGLOBAL_SET
000313503 980__ $$aBIB
000313503 980__ $$aBOOK
000313503 994__ $$aC0$$bISE