| 000 | 01594nam a22002537a 4500 | ||
|---|---|---|---|
| 001 | 16543 | ||
| 003 | OCLRC | ||
| 005 | 20260731013038.0 | ||
| 008 | 250522t xxu||||| |||| 00| 0 eng d | ||
| 020 | _a9780367775568 | ||
| 040 | _aOCLRC | ||
| 082 | _aGR 659 K1977 2022 | ||
| 100 | _aKatz, Helen | ||
| 245 |
_aThe media handbook: _ba complete guide to advertising media selection, planning, research, and buying/ _cHelen Katz.-- |
||
| 250 | _a8th ed.-- | ||
| 260 |
_aThird Avenue, New York: _bRoutledge, _c2022. |
||
| 300 |
_axix, 228p.; _bill.: _c23cm. |
||
| 500 | _aIncludes bibliographical references, index. | ||
| 520 | _aThe eight dition of The Media Handbook continues to provide a practical introduction to the media planning and buying processes. Starting with the broader context in which media planning occurs, including a basic understanding of competitive spending and target audiences, the book takes readers through the fundamentals of each media channel, leading to the creation of a media plan. Throughout, concepts and calculations are clearly explained. This new edition reflects the changes in how people inhow people consumme media today with: a new chapter on how audiences are defined and created, reorganization of the media channel chapters to cover planning and buying together, expanded coverage of digital formats in all channels, added discussion of measurement, and completely updated data and examples. | ||
| 650 | _aAdvertising media planning.-- | ||
| 650 | _aMass media and business.-- | ||
| 650 | _aMareting channels. | ||
| 942 |
_cBOOK _jGR 659 K1977 2022 |
||
| 999 |
_c16543 _d16543 |
||