The media handbook : a complete guide to advertising media selection, planning, research, and buying /: a complete guide to advertising media selection, planning, research, and buying. (2019)

• Record Type: Book
• Further Information: Note: Helen Katz.
• Authors: Katz, Helen E
• Contents: Prefaces 1. What Is Media? 2. Media in the Marketing Context 3. Developing Optimal Media Objectives and Strategies 4. Exploring the Media Part 1-Paid 5. Exploring the Media Part 2-Paid Digital 6. Exploring the Media: Owned 7. Exploring the Media: Earned 8. Terms, Calculations, and Considerations 9. Creating the Plan 10. Beyond the Plan: Media Buys and Plan Evaluations Appendix
• Edition: Seventh edition
• Publisher Details: New York : Routledge
• Publication Date: 2019
• Extent: 1 online resource
• Subjects: 659; Advertising media planning; Mass media and business; Marketing channels; BUSINESS & ECONOMICS / Advertising & Promotion; BUSINESS & ECONOMICS / Industries / Media & Communications Industries; LANGUAGE ARTS & DISCIPLINES / Communication; Electronic books; Electronic books
• Languages: English
• ISBNs: 9780429434655; 0429434650; 9780429785627; 0429785623; 9780429785641; 9780429785634; 0429785631; 9781315537870; 1315537877
• Related ISBNs: 042978564X; 9781138352636
• Notes: Note: Includes bibliographical references and index.; Note: Description based on online resource; title from PDF title page (EBSCO, viewed May 7, 2019).
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.