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)
Imprint 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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