Lee Yan Fong Library

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Katz, Helen E.,

The media handbook : a complete guide to advertising media selection, planning, research, and buying / Helen Katz. - Fifth edition. - New York : Routledge, 2014. - xii, 232 pages ; 23 cm. - Routledge Communication Series . - Routledge communication series. .

Includes bibliographical references and index.

Today's definition of media -- Media in the marketing context -- Developing media objectives and strategies -- Exploring the media, part 1: paid -- Exploring the media, part 2: earned -- Exploring the media, part 3: owned -- Terms, calculations, and considerations -- Creating the plan, considering alternatives -- Making the buys -- Evaluating the media plan and looking ahead.

ISBN: 9780415856713 (pbk.) 041585671X (pbk.) 9780415856720 (hardback) 0415856728 (hardback)

LCCN: 2013028080

Subjects--Topical Terms:
Advertising media planning.
Mass media and business.
Marketing channels.

LC Class. No.: HF5826.5 / K38 2014

Dewey Class. No.: 659