Library Of American University Of Madaba
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Katz, Helen E.,
The media handbook : a complete guide to advertising media selection, planning, research, and buying / Helen Katz - 6th ed. - New York : Routledge, 2017. - xx, 231 p. ; 24 cm - Routledge Communication Series .
Includes bibliographical references and index
What is media? -- Media in the marketing context -- Developing optimal media objectives and strategies -- Exploring the media, part 1 : paid -- Exploring the media, part 2 : owned -- Exploring the media, part 3 : earned -- Terms, calculations, and considerations -- Creating the plan -- Making the media buys -- Evaluating the media plan -- Appendix A. Key research resources -- Appendix B : Key media organizations
The Media Handbook provides a practical introduction to the advertising media planning and buying processes. Emphasizing basic calculations and the practical realities of offering alternatives and evaluating the plan, this sixth edition reflects the critical changes in how advertising in various 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, covering paid, owned, and earned media forms, 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 the client
9781138689169 1138689157 9781138689152 1138689165
Advertising media planning
Mass media and business
Marketing channels.
HF5826.5 / .K38 2017
659 / K197
The media handbook : a complete guide to advertising media selection, planning, research, and buying / Helen Katz - 6th ed. - New York : Routledge, 2017. - xx, 231 p. ; 24 cm - Routledge Communication Series .
Includes bibliographical references and index
What is media? -- Media in the marketing context -- Developing optimal media objectives and strategies -- Exploring the media, part 1 : paid -- Exploring the media, part 2 : owned -- Exploring the media, part 3 : earned -- Terms, calculations, and considerations -- Creating the plan -- Making the media buys -- Evaluating the media plan -- Appendix A. Key research resources -- Appendix B : Key media organizations
The Media Handbook provides a practical introduction to the advertising media planning and buying processes. Emphasizing basic calculations and the practical realities of offering alternatives and evaluating the plan, this sixth edition reflects the critical changes in how advertising in various 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, covering paid, owned, and earned media forms, 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 the client
9781138689169 1138689157 9781138689152 1138689165
Advertising media planning
Mass media and business
Marketing channels.
HF5826.5 / .K38 2017
659 / K197