| 000 -LEADER |
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| fixed length control field |
02562nam a22003378a 4500 |
| FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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| fixed length control field |
130726s2014 nyu b 001 0 eng |
| LIBRARY OF CONGRESS CONTROL NUMBER |
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| LC control number |
2013028080 |
| INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
9780415856713 |
| CATALOGING SOURCE |
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| Original cataloging agency |
DLC |
| Language of cataloging |
eng |
| Transcribing agency |
DLC |
| AUTHENTICATION CODE |
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| Authentication code |
pcc |
| LIBRARY OF CONGRESS CALL NUMBER |
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| Classification number |
HF5826.5 |
| Item number |
.K38 2013 |
| DEWEY DECIMAL CLASSIFICATION NUMBER |
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| Classification number |
659 |
| Edition number |
23 |
| SYSTEM CONTROL NUMBER |
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| System control number |
(IMchF)fol14909694 |
| DATE AND TIME OF LATEST TRANSACTION |
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| control field |
20170126100448.0 |
| CONTROL NUMBER |
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| control field |
57570 |
| CONTROL NUMBER IDENTIFIER |
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| control field |
UOWD |
| MAIN ENTRY--PERSONAL NAME |
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| Personal name |
Katz, Helen. |
| TITLE STATEMENT |
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| Title |
The media handbook : |
| Remainder of title |
a complete guide to advertising media selection, planning, research, and buying / |
| Statement of responsibility, etc |
Helen Katz. |
| EDITION STATEMENT |
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| Edition statement |
5th ed. |
| PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
|---|
| Place of publication, distribution, etc |
New York : |
| Name of publisher, distributor, etc |
Routledge, |
| Date of publication, distribution, etc |
c2014. |
| PROJECTED PUBLICATION DATE |
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| Projected publication date |
1311 |
| PHYSICAL DESCRIPTION |
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| Extent |
xii, 232 p. : |
| Other physical details |
ill. ; |
| Dimensions |
23 cm. |
| SERIES STATEMENT |
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| Series statement |
Routledge communication series |
| BIBLIOGRAPHY, ETC. NOTE |
|---|
| Bibliography, etc |
Includes bibliographical references and index. |
| FORMATTED CONTENTS NOTE |
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| Formatted contents note |
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. |
| SUMMARY, ETC. |
|---|
| Summary, etc |
The Media Handbook provides a practical introduction to the advertising media planning and buying process. Emphasizing basic calculations along with the practical realities of offering alternatives and evaluating the plan, this fifth edition reflects the critical changes in how media is planned, bought, and sold by today's industry professionals. Author Helen Katz looks at the larger marketing, advertising, and media objectives, and follows with an exploration of major media categories, including digital media. She provides a comprehensive analysis of planning and buying, with a continued focus on how those tactical elements tie back to the strategic aims of the brand and client. Also available is a Companion Website that expands The Media Handbook 's content in an online forum. Here, students and instructors can find tools to enhance course studies such as chapter overviews, PowerPoint slides, and sample questions. With its emphasis on real-world industry practice, The Media Handbook provides an essential introduction to students in advertising, media planning, communication, and marketing. It serves as an indispensable reference for anyone pursuing a career in media planning, buying, and research. |
| SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Topical term or geographic name as entry element |
Advertising media planning. |
| SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Topical term or geographic name as entry element |
Mass media and business. |
| SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Topical term or geographic name as entry element |
Marketing channels. |
| ADDED ENTRY ELEMENTS (KOHA) |
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| Koha item type |
REGULAR |