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. (2022)

• Record Type: Book
• Further Information: Note: Helen Katz.
• Authors: Katz, Helen E
• Contents: Chapter 1: Media in the Big Picture Chapter 2 Media Objectives and Strategies Chapter 3 From Consumers to Audiences Chapter 4: Media Terms and Calculations Chapter 5 Planning and Buying for Television Chapter 6: Planning and Buying for Audio, Print, and Out-of-Home Chapter 7: Planning and Buying for Digital Chapter 8: Planning and Buying Beyond Chapter 9: Putting the Plan Together Chapter 10: Evaluating and Measuring Plans and Buys
• Edition: Eighth edition
• Publisher Details: London : Routledge
• Publication Date: 2022
• Extent: 1 online resource, illustrations (black and white)
• Subjects: 659; Advertising media planning; Mass media and business; Marketing channels
• Languages: English
• ISBNs: 9781000579659; 9781000579635; 9781003175704
• Related ISBNs: 9781032007878; 9780367775568
• Notes: Note: Includes bibliographical references and index.; Note: Description based on CIP data; resource not viewed.
• 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.