00864nam a22001697a 4500 20230620115041.0 230620b ||||| |||| 00| 0 eng d 9781133868915 HF5826.5.K38(6e) The media handbook: a complete guide to advertising media selection, planning, research, and buying / Helen Katz. 6th ed. New York : Routledge, 2017. xv, 225 p. : ill. ; 23 cm. Includes 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, and considerations -- Creating the plan -- Making the media buys -- Evaluating the media plan. lcc BK 9760 17260 0 0 lcc 0 0 WIUC-1 WIUC-1 REF 2023-06-20 0 HF5826.5.K38(6e) 9440/141/23 2023-06-20 00:00:00 1 2023-06-20 BK 0 0 lcc 0 0 WIUC-1 WIUC-1 REF 2023-06-20 0 HF5826.5.K381(6e) 9441/142/23 2023-06-20 00:00:00 2 2023-06-20 BK 0 0 lcc 0 0 WIUC-1 WIUC-1 REF 2023-06-20 0 HF5826.5.K382(6e) 9442/143/23 2023-06-20 00:00:00 3 2023-06-20 BK 0 0 lcc 0 0 WIUC-1 WIUC-1 REF 2023-06-20 0 HF5826.5.K383(6e) 9443/144/23 2023-06-20 00:00:00 4 2023-06-20 BK 0 0 lcc 0 0 WIUC-1 WIUC-1 REF 2023-06-20 0 HF5826.5.K384(6e) 9444/145/23 2023-06-20 00:00:00 5 2023-06-20 BK 0 0 lcc 0 0 WIUC-1 WIUC-1 REF 2023-06-20 0 HF5826.5.K385(6e) 9445/146/23 2023-06-20 00:00:00 6 2023-06-20 BK