| 000 -LEADER |
|---|
| fixed length control field |
02285cam a2200337 i 4500 |
| 003 - CONTROL NUMBER IDENTIFIER |
|---|
| control field |
OSt |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
|---|
| control field |
20190323101346.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
|---|
| fixed length control field |
190323s2017 nyu b 001 0 eng |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
9781138689169 |
|
|---|
| International Standard Book Number |
1138689157 |
|
|---|
| International Standard Book Number |
9781138689152 |
|
|---|
| International Standard Book Number |
1138689165 |
|
|---|
| Cancelled/invalid ISBN |
9781315537870 |
| 041 ## - Language |
|---|
| Language code of text/sound track or separate title |
eng |
| 050 00 - LIBRARY OF CONGRESS CALL NUMBER |
|---|
| Classification number |
HF5826.5 |
| Item number |
.K38 2017 |
| 082 00 - DEWEY DECIMAL CLASSIFICATION NUMBER |
|---|
| Edition number |
23 |
| Classification number |
659 |
| Item number |
K197 |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Katz, Helen E., |
| 9 (RLIN) |
43339 |
| 245 14 - IMMEDIATE SOURCE OF ACQUISITION NOTE |
|---|
| Title |
The media handbook : |
| Remainder of title |
a complete guide to advertising media selection, planning, research, and buying / |
| Statement of responsibility, etc |
Helen Katz |
| 250 ## - EDITION STATEMENT |
|---|
| Edition statement |
6th ed. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
|---|
| Place of publication, distribution, etc |
New York : |
| Name of publisher, distributor, etc |
Routledge, |
| Date of publication, distribution, etc |
2017. |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
xx, 231 p. ; |
| Dimensions |
24 cm |
| 440 #0 - SERIES STATEMENT/ADDED ENTRY--TITLE |
|---|
| Title |
Routledge Communication Series |
| 9 (RLIN) |
6882 |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE |
|---|
| Bibliography, etc |
Includes bibliographical references and index |
| 505 0# - FORMATTED CONTENTS NOTE |
|---|
| Formatted contents note |
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 |
| 520 ## - SUMMARY, ETC. |
|---|
| Summary, etc |
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 |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Advertising media planning |
| 9 (RLIN) |
43245 |
|
|---|
| Topical term or geographic name as entry element |
Mass media and business |
| 9 (RLIN) |
43340 |
|
|---|
| Topical term or geographic name as entry element |
Marketing channels. |
| 9 (RLIN) |
2394 |
| 776 08 - ADDITIONAL PHYSICAL FORM ENTRY |
|---|
| Display text |
Online version: |
| Main entry heading |
Katz, Helen E. |
| Title |
Media handbook. |
| Edition |
Sixth edition. |
| Place, publisher, and date of publication |
New York : Routledge, 2016 |
| International Standard Book Number |
9781315537870 |
| Record control number |
(DLC) 2016019566 |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Source of classification or shelving scheme |
|
| Item type |
Book |
