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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, 2014. ©2014
Series: Routledge communication series.
Edition/Format:   eBook : Document : English : Fifth editionView all editions and formats
Database:WorldCat
Summary:
The Media Handbook provides a practical introduction to the advertising media planning and buying process. Emphasizing basic calculations along with the practical realities of offering alternatives and evaluating the plan, this fifth edition reflects the critical changes in how media is planned, bought, and sold by today's industry professionals. Author Helen Katz looks at the larger marketing, advertising, and  Read more...
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Details

Genre/Form: Electronic books
Additional Physical Format: Print version:
Katz, Helen E., author.
Media handbook.
(DLC) 2013028080
(OCoLC)854761723
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Helen E Katz
ISBN: 9781134498079 1134498071 9780203761854 0203761855
OCLC Number: 880147805
Description: 1 online resource (xii, 232 pages).
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  Read more...

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