The media handbook: a complete guide to advertising media selection, planning, research, and buying / Helen Katz.
Material type:
TextPublisher: New York : Routledge, 2017Edition: 6th edDescription: xv, 225 p. : ill. ; 23 cmISBN: 9781133868915LOC classification: HF5826.5.K38(6e)
Contents:
Contents: 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.
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WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY Reference | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY | HF5826.5.K38(6e) (Browse shelf) | 1 | Available | 9440/141/23 | |
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WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY Reference | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY | HF5826.5.K381(6e) (Browse shelf) | 2 | Available | 9441/142/23 | |
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WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY Reference | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY | HF5826.5.K382(6e) (Browse shelf) | 3 | Available | 9442/143/23 | |
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WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY Reference | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY | HF5826.5.K383(6e) (Browse shelf) | 4 | Available | 9443/144/23 | |
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WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY Reference | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY | HF5826.5.K384(6e) (Browse shelf) | 5 | Available | 9444/145/23 | |
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WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY Reference | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY | HF5826.5.K385(6e) (Browse shelf) | 6 | Available | 9445/146/23 |
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Includes index.
Contents: 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.
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