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

Author: Helen E Katz
Publisher: New York : Routledge, 2010.
Series: Routledge communication series.
Edition/Format:   eBook : Document : English : 4th edView all editions and formats
Summary:
"The Media Handbook provides a practical introduction to the complete media planning and buying process"--EBL.
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Katz, Helen E.
Media handbook.
New York : Routledge, 2010
(DLC) 2009043449
(OCoLC)461631212
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Helen E Katz
ISBN: 9780203864555 0203864557
OCLC Number: 649833010
Description: 1 online resource (xii, 212 pages) : illustrations.
Contents: What is media? --
Media in the marketing context --
Developing optimal media objectives --
Exploring the media, part 1: traditional --
Exploring the media, part 2: beyond traditional --
Terms, calculations, and considertions --
Creating the plan --
Offering alternatives --
Making the media buys --
Evaluating the media plan.
Series Title: Routledge communication series.
Responsibility: Helen Katz.

Abstract:

Provides a practical introduction to the media planning and buying process. This handbook emphasizes basic media planning and buying calculations along with the practical realities of offering plan  Read more...

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