Screen LibraryThe media handbook：a complete guide to advertising media selection, planning, research, and buying
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| Main Authors: | |
|---|---|
| Published: |
Routledge,
|
| Publisher Address: | New York |
| Publication Dates: | 2010. |
| Literature type: | Book |
| Language: | English |
| Edition: | 4th ed. |
| Series: |
Communication series |
| Subjects: | |
| Carrier Form: | xii, 212 p.: ill. ; 24 cm. |
| ISBN: |
9780415873536 0415873533 9780415873543 0415873541 |
| Index Number: | F713 |
| CLC: | F713.8-62 |
| Call Number: | F713.8-62/K198/4th.ed. |
| Contents: |
Includes bibliographical references and index. What is media? -- Media in the marketing context -- Developing optimal media objectives -- Exploring the media, part 1: traditional -- Exploring the media, part 2: beyond traditional -- Terms, calculations, and considertions -- Creating the plan -- Offering alternatives -- Making the media buys -- Evaluating the media plan. |