The media handbook : a complete guide to advertising media selection, planning research, and buying / Helen Katz.
Material type:
TextSeries: LEA's communication seriesPublication details: Mahwah, N.J. ; London : Lawrence Erlbaum, 2007.Edition: 3rd edDescription: xvii, 189 p. : ill. ; 23 cmISBN: - 9780805857184:
- 0805857184
- 659.1
- .K38 2007
| Item type | Current library | Call number | Copy number | Status | Date due | Barcode |
|---|---|---|---|---|---|---|
| General Lending | Carlow Campus Library General Lending | 659.1 (Browse shelf(Opens below)) | 1 | Available | 54705 |
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Previous ed.: 2003.
Includes bibliographical references (p. 181-184) and index.
What is media? -- Media in the marketing context -- Developing optimal media objectives -- Exploring the media -- Terms, calculations, and considerations -- Creating the plan -- Offering alternatives -- Making the media buys -- Evaluating the media plan.
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