The Media handbook : a complete guide to advertising media selection, planning, research, and buying / Helen Katz

Author	Katz, Helen
Title	The Media handbook : a complete guide to advertising media selection, planning, research, and buying / Helen Katz
Imprint	New York : Routledge, 2010
Edition	4th ed.
Descript	xii, 212 p. : ill. ; 23 cm

CONTENT

What is media? -- Media in the marketing context -- Developing optimal media objectives -- Exploring the media, part 1: Traditional -- Exploring the media, part 2: Beyond traditional -- Terms, calculations and considerations -- Creating the plan -- Offering alternatives -- Making the media buys -- Evaluating the media plan

Advertising media planning Mass media and business Marketing channels

LOCATION	CALL#	STATUS
Central Library (4th Floor)	659 K19M	CHECK SHELVES
Communication Arts Library	659.1 K19M 2010	CHECK SHELVES

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