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Print Material
Author Katz, Helen E.

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

Imprint Mahwah, N.J. : L. Erlbaum Associates, 2007.

Copies

Location Call No. OPAC Message Status
 Axe 2nd Floor Stacks  659.2 K159m 2007    ---  Available
Edition 3rd ed.
Description xvii, 189 p. : ill. ; 23 cm.
Series LEA's communication series
Bibliography Includes bibliographical references (p. 181-184) and index.
Contents What is media? -- Media in the marketing context -- Developing optimal media objectives -- Exploring the media -- Terms, calculations, and considerations -- Creating the plan -- Offering alternatives -- Making the media buys -- Evaluating the media plan.
Subject Advertising media planning.
Mass media and business.
Marketing channels.
ISBN 0805857176 (alk. paper)
9780805857177 (alk. paper)
0805857184 (alk. paper)
9780805857184 (alk. paper)
Standard No. IG# 0805857176
IG# 0805857184
YDXCP 2383899
YDXCP 2446635
NZ1 10593487

 
    
Available items only