| 000 | 00864nam a22001697a 4500 | ||
|---|---|---|---|
| 005 | 20230620115041.0 | ||
| 008 | 230620b ||||| |||| 00| 0 eng d | ||
| 020 | _a9781133868915 | ||
| 050 | _aHF5826.5.K38(6e) | ||
| 245 |
_aThe media handbook: a complete guide to advertising media selection, planning, research, and buying / _cHelen Katz. |
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| 250 | _a6th ed. | ||
| 260 |
_aNew York : _bRoutledge, _c2017. |
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| 300 |
_axv, 225 p. : _bill. ; _c23 cm. |
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| 500 | _aIncludes 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, and considerations -- Creating the plan -- Making the media buys -- Evaluating the media plan. | ||
| 942 |
_2lcc _cBK |
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| 999 |
_c9760 _d17260 |
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