The media handbook: a complete guide to advertising media selection, planning, research, and buying
Katz, Helen.
creator
text
xxu
New York
Routledge
2014
5th ed.
monographic
eng
xii, 232 p. : 23 cm.
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.
Helen Katz.
Includes bibliographical references and index.
HF5826.5.K38(5e)
9780415856720
9780415856713
2013028080
190814
20220310111409.0