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The media handbook = a complete guid...

Katz, Helen E.

The media handbook = a complete guide to advertising media selection, planning, research, and buying /

Record Type:	Language materials, printed : Monograph/item
Title/Author:	The media handbook/ by Helen Katz.
Reminder of title:	a complete guide to advertising media selection, planning, research, and buying /
Author:	Katz, Helen E.
Published:	New York :Routledge, : 2010.,
Description:	xii, 212 p. :ill. ; : 24 cm.;
Subject:	Advertising media planning. -
Online resource:	http://www.tandfebooks.com/isbn/9780203864555
ISBN:	9780203864555 (e-book : PDF)

The media handbook = a complete guide to advertising media selection, planning, research, and buying /
Katz, Helen E.

The media handbooka complete guide to advertising media selection, planning, research, and buying /[electronic resource] :by Helen Katz. - 4th ed. - New York :Routledge,2010. - xii, 212 p. :ill. ;24 cm. - Communication series. - Communication series..

Includes bibliographical references and index.

1. What is media? -- 2. Media in the marketing context -- 3. Developing optimal media objectives -- 4. Exploring the media. Part 1, Traditional -- 5. Exploring the media. Part 2, Beyond traditional -- 6. Terms, calculations, and considerations -- 7. Creating the plan -- 8. Offering alternatives -- 9. Making the media buys -- 10. Evaluating the media plan.

Mode of access: World Wide Web.

ISBN: 9780203864555 (e-book : PDF)Subjects--Topical Terms:

643732
Advertising media planning.

LC Class. No.: HF5826.5 / .K38 2010

Dewey Class. No.: 659

The media handbook = a complete guide to advertising media selection, planning, research, and buying /
LDR:01158nam a2200229 a 4500 001 719868
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020 $a 9780203864555 (e-book : PDF)
020 $a 9780415873536 (hbk.)
035 $a 00000538
040 $a FlBoTFG $c FlBoTFG
050 0 0 $a HF5826.5 $b .K38 2010
082 0 0 $a 659 $2 22
100 1 $a Katz, Helen E. $3 808571
245 1 4 $a The media handbook $h [electronic resource] : $b a complete guide to advertising media selection, planning, research, and buying / $c by Helen Katz.
250 $a 4th ed.
260 $a New York : $b Routledge, $c 2010.
300 $a xii, 212 p. : $b ill. ; $c 24 cm.
490 1 $a Communication series
504 $a Includes bibliographical references and index.
505 0 $a 1. What is media? -- 2. Media in the marketing context -- 3. Developing optimal media objectives -- 4. Exploring the media. Part 1, Traditional -- 5. Exploring the media. Part 2, Beyond traditional -- 6. Terms, calculations, and considerations -- 7. Creating the plan -- 8. Offering alternatives -- 9. Making the media buys -- 10. Evaluating the media plan.
538 $a Mode of access: World Wide Web.
650 0 $a Advertising media planning. $3 643732
650 0 $a Mass media and business. $3 567921
650 0 $a Marketing channels. $3 585880
830 0 $a Communication series. $3 808572
856 4 0 $u http://www.tandfebooks.com/isbn/9780203864555

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