000			01004nam a22002297a 4500
003			OSt
005			20220310111409.0
008			190814b xxu||||| |||| 00| 0 eng d
010			_a2013028080
020			_a9780415856720
020			_a9780415856713
040			_cLC
050			_aHF5826.5.K38(5e)
100			_aKatz, Helen.
245			_aThe media handbook: a complete guide to advertising media selection, planning, research, and buying. / _cHelen Katz.
250			_a5th ed.
260			_aNew York: _bRoutledge, _c2014.
300			_axii, 232 p. : _c23 cm.
500			_aIncludes bibliographical references and index.
505			_aContents: 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.
942			_2lcc _cBK
999			_c6906 _d14406