The media handbook: a complete guide to advertising media selection, planning, research, and buying. / Helen Katz.
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TextPublication details: New York: Routledge, 2014.Edition: 5th edDescription: xii, 232 p. : 23 cmISBN: - 9780415856720
- 9780415856713
- HF5826.5.K38(5e)
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| P90.O431(2e) Real communication: an introduction. / | P90.O432(2e) Real communication: an introduction. / | HF5826.5.K38(5e) The media handbook: a complete guide to advertising media selection, planning, research, and buying. / | HF5826.5.K381(5e) The media handbook: a complete guide to advertising media selection, planning, research, and buying. / | PN4781.F74(2e) Reporting for journalists. / | PN4781.F741(2e) Reporting for journalists. / | HM1221.N481(11e) This is PR: the realities of public relations. / |
Includes bibliographical references and index.
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, considerations -- Creating the plan -- Making the media buys -- Evaluating the media plan.
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