01004nam a22002297a 4500 OSt 20220310111409.0 190814b xxu||||| |||| 00| 0 eng d 2013028080 9780415856720 9780415856713 LC HF5826.5.K38(5e) Katz, Helen. The media handbook: a complete guide to advertising media selection, planning, research, and buying. / Helen Katz. 5th ed. New York: Routledge, 2014. xii, 232 p. : 23 cm. 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. lcc BK 6906 14406 0 0 lcc 0 0 WIUC-1 WIUC-1 SPECIAL REF 2019-08-14 0 HF5826.5.K38(5e) 8471/065/19 2019-08-14 00:00:00 1 2019-08-14 BK 0 0 lcc 0 0 WIUC-1 WIUC-1 SPECIAL REF 2019-08-14 0 HF5826.5.K381(5e) 8472/066/19 2019-08-14 00:00:00 2 2019-08-14 BK 0 0 lcc 0 0 WIUC-KL WIUC-KL GEN 2019-11-14 WIUC 0 HF5826.5.K38(5e) K/2241/2241/19 2022-03-10 00:00:00 1 2019-08-14 BK 0 0 lcc 0 0 WIUC-KL WIUC-KL GEN 2019-11-14 WIUC 0 HF5826.5.K381(5e) K/2242/2242/19 2022-03-10 00:00:00 2 2019-08-14 BK 0 0 lcc 0 0 WIUC-KL WIUC-KL GEN 2019-11-14 WIUC 0 HF5826.5.K382(5e) K/2243/2243/19 2022-03-10 00:00:00 3 2019-08-14 BK