The media handbook: a complete guide to advertising media selection, planning, research, and buying
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
New York [u.a.]
Routledge
2010
|
| Ausgabe: | 4. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XII, 212 S. |
| ISBN: | 9780415873536 9780415873543 |
Internformat
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Datensatz im Suchindex
| _version_ | 1804142948233773056 |
|---|---|
| adam_text | Titel: The media handbook
Autor: Katz, Helen
Jahr: 2010
Contents
Foreword ix
Preface xi
Acknowledgments xiii
Introduction xiv
1 What is Media? 1
2 Media in the Marketing Context 10
3 Developing Optimal Media Objectives 33
4 Exploring the Media, Part 1: Traditional 50
5 Exploring the Media, Part 2: Beyond Traditional 103
6 Terms, Calculations, and Considerations 120
7 Creating the Plan 143
8 Offering Alternatives 163
9 Making the Media Buys 174
10 Evaluating the Media Plan 187
Appendix A: Key Research Resources 193
Appendix B: Key Media Organizations 197
Notes 203
Index 210
|
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| bvnumber | BV036458128 |
| callnumber-first | H - Social Science |
| callnumber-label | HF5826 |
| callnumber-raw | HF5826.5 |
| callnumber-search | HF5826.5 |
| callnumber-sort | HF 45826.5 |
| callnumber-subject | HF - Commerce |
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| ctrlnum | (OCoLC)699680425 (DE-599)BVBBV036458128 |
| dewey-full | 659 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 659 - Advertising and public relations |
| dewey-raw | 659 |
| dewey-search | 659 |
| dewey-sort | 3659 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Allgemeines Wirtschaftswissenschaften |
| edition | 4. ed. |
| format | Book |
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| spelling | Katz, Helen E. Verfasser aut The media handbook a complete guide to advertising media selection, planning, research, and buying Helen Katz 4. ed. New York [u.a.] Routledge 2010 XII, 212 S. txt rdacontent n rdamedia nc rdacarrier Marketing (DE-588)4037589-4 gnd rswk-swf Vermarktung (DE-588)4121857-7 gnd rswk-swf Mediaplanung (DE-588)4038221-7 gnd rswk-swf Medien (DE-588)4169187-8 gnd rswk-swf Massenmedien (DE-588)4037877-9 gnd rswk-swf 1\p (DE-588)4151278-9 Einführung gnd-content Mediaplanung (DE-588)4038221-7 s Marketing (DE-588)4037589-4 s Massenmedien (DE-588)4037877-9 s DE-188 Medien (DE-588)4169187-8 s Vermarktung (DE-588)4121857-7 s 2\p DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=020330072&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 2\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Katz, Helen E. The media handbook a complete guide to advertising media selection, planning, research, and buying Marketing (DE-588)4037589-4 gnd Vermarktung (DE-588)4121857-7 gnd Mediaplanung (DE-588)4038221-7 gnd Medien (DE-588)4169187-8 gnd Massenmedien (DE-588)4037877-9 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)4121857-7 (DE-588)4038221-7 (DE-588)4169187-8 (DE-588)4037877-9 (DE-588)4151278-9 |
| title | The media handbook a complete guide to advertising media selection, planning, research, and buying |
| title_auth | The media handbook a complete guide to advertising media selection, planning, research, and buying |
| title_exact_search | The media handbook a complete guide to advertising media selection, planning, research, and buying |
| title_full | The media handbook a complete guide to advertising media selection, planning, research, and buying Helen Katz |
| title_fullStr | The media handbook a complete guide to advertising media selection, planning, research, and buying Helen Katz |
| title_full_unstemmed | The media handbook a complete guide to advertising media selection, planning, research, and buying Helen Katz |
| title_short | The media handbook |
| title_sort | the media handbook a complete guide to advertising media selection planning research and buying |
| title_sub | a complete guide to advertising media selection, planning, research, and buying |
| topic | Marketing (DE-588)4037589-4 gnd Vermarktung (DE-588)4121857-7 gnd Mediaplanung (DE-588)4038221-7 gnd Medien (DE-588)4169187-8 gnd Massenmedien (DE-588)4037877-9 gnd |
| topic_facet | Marketing Vermarktung Mediaplanung Medien Massenmedien Einführung |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=020330072&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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