The media handbook: a complete guide to advertising media selection, planning, research, and buying
text
New York
Routledge
2017
6th ed.
monographic
eng
xv, 225 p. : ill. ; 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, and considerations -- Creating the plan -- Making the media buys -- Evaluating the media plan.
Helen Katz.
Includes index.
HF5826.5.K38(6e)
9781133868915
230620
20230620115041.0