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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, Taylor & Francis Group, 2014.
Series: Routledge communication series.
Edition/Format:   Print book : English : Fifth editionView all editions and formats
Summary:
Written as an introduction to the media planning and buying process, this handbook should help the college student gain a clearer understanding of the media and how it fits into the overall marketing process. It should also be useful for those working in the advertising or media industries.
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Genre/Form: Gidsen (vorm)
Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Helen E Katz
ISBN: 9780415856713 041585671X 9780415856720 0415856728
OCLC Number: 854761723
Description: xii, 232 pages ; 23 cm.
Contents: Today's definition of media --
Media in the marketing context --
Developing media objectives and strategies --
Exploring the media, part 1: paid --
Exploring the media, part 2: earned --
Exploring the media, part 3: owned --
Terms, calculations, and considerations --
Creating the plan, considering alternatives --
Making the buys --
Evaluating the media plan and looking ahead.
Series Title: Routledge communication series.
Responsibility: Helen Katz.
More information:

Abstract:

Written as an introduction to the media planning and buying process, this handbook should help the college student gain a clearer understanding of the media and how it fits into the overall marketing process. It should also be useful for those working in the advertising or media industries.

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