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The media handbooka complete guide t...

Katz, Helen E.

The media handbooka complete guide to advertising media selection, planning, research, and buying /

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	The media handbookby Helen Katz.
其他題名:	a complete guide to advertising media selection, planning, research, and buying /
作者:	Katz, Helen E.
出版者:	New York :Routledge,2010.
面頁冊數:	xii, 212 p. :ill. ;24 cm.
標題:	Advertising media planning.
電子資源:	Click here to view
ISBN:	9780203864555 (e-book : PDF)

The media handbooka complete guide to advertising media selection, planning, research, and buying /
Katz, Helen E.

The media handbooka complete guide to advertising media selection, planning, research, and buying /[electronic resource] :by Helen Katz. - 4th ed. - New York :Routledge,2010. - xii, 212 p. :ill. ;24 cm. - Communication series. - Communication series..

Includes bibliographical references and index.

1. What is media? -- 2. Media in the marketing context -- 3. Developing optimal media objectives -- 4. Exploring the media. Part 1, Traditional -- 5. Exploring the media. Part 2, Beyond traditional -- 6. Terms, calculations, and considerations -- 7. Creating the plan -- 8. Offering alternatives -- 9. Making the media buys -- 10. Evaluating the media plan.

Mode of access: World Wide Web.

ISBN: 9780203864555 (e-book : PDF)Subjects--Topical Terms:

230818
Advertising media planning.

LC Class. No.: HF5826.5 / .K38 2010

Dewey Class. No.: 659

The media handbooka complete guide to advertising media selection, planning, research, and buying /
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