Librarian View
LEADER 02532cam a2200445 i 4500
001
991008122867907546
005
20251205100734.0
008
160422s2022 nyua b 001 0 eng
010
a| 2021052073
020
a| 9780367775568 (pbk)
020
z| 9781032007878 (hbk)
020
z| 9781003175704 (ebk)
024
7
z| 10.4324/9781003175704
2| doi
035
a| (julac-retro)16255253
040
a| DLC
b| eng
e| rda
c| DLC
d| BTCTA
d| BDX
d| OCLCF
d| OCLCQ
d| YDX
d| NhCcYBP
d| HK-SYU
042
a| pcc
050
0
0
a| HF5826.5
b| .K38 2022
050
4
a| HF5826.5
b| .K389 2022
9| wsl
082
0
0
a| 659
2| 23
092
0
a| 659
b| KAT 2022
100
1
a| Katz, Helen E.,
e| author.
245
1
4
a| The media handbook :
b| a complete guide to advertising media selection, planning, research, and buying /
c| Helen Katz.
246
3
0
a| Complete guide to advertising media selection, planning, research, and buying
250
a| 8th edition.
264
1
a| New York :
b| Routledge,
c| 2022
264
4
c| ©2022
300
a| xxi, 228 pages :
b| illustrations ;
c| 23 cm.
336
a| text
b| txt
2| rdacontent
337
a| unmediated
b| n
2| rdamedia
338
a| volume
b| nc
2| rdacarrier
490
1
a| Routledge Communication Series
504
a| Includes bibliographical references and index.
520
a| "The eighth edition 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 consume 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 ．completely updated data and examples. The Media Handbook, Eighth Edition is the ideal text for courses in media planning and buying in advertising/communication departments. --
c| Back cover.
650
0
a| Advertising media planning.
650
0
a| Mass media and business.
650
0
a| Marketing channels.
830
0
a| Routledge communication series.
910
a| kct
b| mkl
c| wsl
998
a| book
b| 18-01-23
945
h| Supplement
l| location
i| barcode
y| id
f| bookplate
a| callnoa
b| callnob
n| PRA460