The media handbook : a complete guide to advertising media selection, planning, research, and buying /
by Katz, Helen E [author.].
Material type:
BookSeries: Routledge communication series: Publisher: New York : Routledge, 2014Edition: Fifth edition.Description: xii, 232 pages ; 23 cm.ISBN: 9780415856713 (pbk.); 041585671X (pbk.); 9780415856720 (hardback); 0415856728 (hardback).Subject(s): Advertising media planning | Mass media and business | Marketing channels
Contents:
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.
| Item type | Location | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|
 Book |
Lee Yan Fong Library
Library Collection
Lee Yan Fong Library |
HF5826.5 K38 2014 (Browse shelf) | Available | 00018093 |
Total holds: 0
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.
Hong Kong Nang Yan College of Higher Education
Lee Yan Fong Library
325-329 Lai Chi Kok Road, Shamshuipo, Kowloon, HONG KONG
Lee Yan Fong Library
325-329 Lai Chi Kok Road, Shamshuipo, Kowloon, HONG KONG