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The media handbook[electronic resour...

Katz, Helen E.

The media handbook[electronic resource] :a complete guide to advertising media selection, planning, research, and buying /

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
杜威分類號:	659
書名/作者:	The media handbook : a complete guide to advertising media selection, planning, research, and buying // by Helen Katz.
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.
標題:	Mass media and business.
標題:	Marketing channels.
ISBN:	9780203864555 (e-book : PDF)
ISBN:	9780415873536 (hbk.)
書目註:	Includes bibliographical references and index.
內容註:	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.
電子資源:	Click here to view

The media handbook[electronic resource] :a 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:

189677
Advertising media planning.

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

Dewey Class. No.: 659

The media handbook[electronic resource] :a complete guide to advertising media selection, planning, research, and buying /
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245 1 4 $a The media handbook $h [electronic resource] : $b a complete guide to advertising media selection, planning, research, and buying / $c by Helen Katz.
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300 $a xii, 212 p. : $b ill. ; $c 24 cm.
490 1 $a Communication series
504 $a Includes bibliographical references and index.
505 0 $a 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.
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650 0 $a Advertising media planning. $3 189677
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650 0 $a Marketing channels. $3 341195
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