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THE MEDIA HANDBOOK: A COMPLETE GUIDE TO ADVERTISING MEDIA By Helen Katz & Helen
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eBay item number:186387757006
Item specifics
- Condition
- Like New
- Seller Notes
- ISBN-10
- 0805842683
- Book Title
- The Media Handbook: A Complete Guide to Advertising Media
- Item Height
- 8.75 inches
- ISBN
- 9780805842685
- Publication Year
- 2003
- Series
- Routledge Communication Ser.
- Type
- Textbook
- Format
- Trade Paperback
- Language
- English
- Publication Name
- Media Handbook : a Complete Guide to Advertising Media Selection, Planning, Research, and Buying
- Item Length
- 9in
- Publisher
- Routledge
- Item Width
- 6in
- Item Weight
- 12 Oz
- Number of Pages
- 208 Pages
About this product
Product Information
The Media Handbook provides a practical introduction to the complete media planning and buying process. In this updated and expanded edition, author Helen Katz explains basic media planning and buying calculations along with the practical realities of offering plan alternatives and evaluating the plan once it has been created. She also covers the benefits and drawbacks of each major media form (television, magazines, newspapers, radio, out of home, and Internet) and examines how media fits into the overall marketing framework, providing insights on how marketing and media objectives are established. Highlights of this text include: *explanations of media research with each media form, showing how research is utilized and illustrating its role in understanding how and why people use media; *charts and tables throughout, with useful statistics on media audiences; *national and local examples to show how media planning/buying occur for local businesses and major brand names; *emphasis on the creativity of the media planning/buying discipline; *checklists in each chapter to emphasize critical points; and *current listings of industry resources and associations. With its emphasis on real-world industry practice, The Media Handbook provides an essential introduction to students in advertising, media planning, communication, and marketing. It will serve as an indispensable reference for anyone pursuing a career in media planning, buying, and research. cal businesses and major brand names; *emphasis on the creativity of the media planning/buying discipline; *checklists in each chapter to emphasize critical points; and *current listings of industry resources and associations. With its emphasis on real-world industry practice, The Media Handbook provides an essential introduction to students in advertising, media planning, communication, and marketing. It will serve as an indispensable reference for anyone pursuing a career in media planning, buying, and research.
Product Identifiers
Publisher
Routledge
ISBN-10
0805842683
ISBN-13
9780805842685
eBay Product ID (ePID)
2413463
Product Key Features
Publication Name
Media Handbook : a Complete Guide to Advertising Media Selection, Planning, Research, and Buying
Format
Trade Paperback
Language
English
Publication Year
2003
Series
Routledge Communication Ser.
Type
Textbook
Number of Pages
208 Pages
Dimensions
Item Length
9in
Item Width
6in
Item Weight
12 Oz
Additional Product Features
Lc Classification Number
Hf5826.5.K38 2003
Edition Description
Revised Edition,New Edition
Edition Number
2
Table of Content
Contents: Foreword. Preface. Introduction. What Is Media? Media in the Marketing Context. Developing Optimal Media Objectives. Exploring the Media. Terms, Calculations, and Considerations. Creating the Plan. Offering Alternatives. Making the Media Buys. Evaluating the Media Plan. Appendices.
Copyright Date
2003
Target Audience
Scholarly & Professional
Topic
Marketing / General, Communication Studies, Advertising & Promotion
Lccn
2002-035398
Dewey Decimal
659
Dewey Edition
21
Illustrated
Yes
Genre
Business & Economics, Language Arts & Disciplines
Item description from the seller
Seller assumes all responsibility for this listing.
eBay item number:186387757006
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Item location:
US, United States
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| Shipping and handling | To | Service | Delivery*See Delivery notes |
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l***e (7940)- Feedback left by buyer.
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Description of item was very accurate. Price and shipping costs were reasonable. Book was minimally packaged but arrived promptly in very good condition . Communication is clear and prompt. Would buy from this seller again.
-***u (1363)- Feedback left by buyer.
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Description of item was very accurate. Price and shipping costs were reasonable. Items were well packaged. and arrived promptly in good condition. Communication is clear and prompt. Would buy from this seller again.
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Past month
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Fantastic seller to deal with. Kept me informed and were super helpful and friendly. Provided tracking information so I could see where my order was and when to expect delivery. Considering that it had to come from the States, it arrived here in the UK very quickly. Very well packaged and exactly as described, I’m delighted with my dvd. Thank you so very much for your 5* service 😊
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