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Title: The media handbook : a complete guide to advertising media selection, planning, research, and buying / Helen Katz.
Routledge Communication Series
Routledge communication series.
Main Entry: Katz, Helen E., author.
Publisher: Routledge, Taylor & Francis Group,
Publication Date: 2017.
Publication Place: New York :
ISBN: 9781138689169 (pbk.)
1138689165 (pbk.)
Subject: Advertising media planning.
Mass media and business.
Marketing channels.
Series: Routledge Communication Series
Routledge communication series.
Edition: 6th edition.
Contents: What is media? -- Media in the marketing context -- Developing optimal media objectives and strategies -- Exploring the media, part 1 : paid -- Exploring the media, part 2 : owned -- Exploring the media, part 3 : earned -- Terms, calculations, and considerations -- Creating the plan -- Making the media buys -- Evaluating the media plan -- Appendix A. Key research resources -- Appendix B : Key media organizations.
Cover Image: http://images.amazon.com/images/P/9781138689169 (pbk.).jpg
http://images.amazon.com/images/P/1138689165 (pbk.).jpg

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Faculty of Arts General 659 K19 Normal Circulation Available 1 JUF0769808 Book