The media handbook: a complete guide to advertising media selection, planning, research, and buying
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
New York
Routledge
2014
|
| Ausgabe: | Fifth edition |
| Schriftenreihe: | Routledge communication series
|
| Schlagworte: | |
| Beschreibung: | Print version record |
| Beschreibung: | 1 online resource (xii, 232 pages) |
| ISBN: | 9781134498079 1134498071 9780203761854 0203761855 |
Internformat
MARC
| LEADER | 00000nmm a2200000zc 4500 | ||
|---|---|---|---|
| 001 | BV044358348 | ||
| 003 | DE-604 | ||
| 005 | 00000000000000.0 | ||
| 007 | cr|uuu---uuuuu | ||
| 008 | 170620s2014 |||| o||u| ||||||eng d | ||
| 020 | |a 9781134498079 |9 978-1-134-49807-9 | ||
| 020 | |a 1134498071 |9 1-134-49807-1 | ||
| 020 | |a 9780203761854 |9 978-0-203-76185-4 | ||
| 020 | |a 0203761855 |9 0-203-76185-5 | ||
| 035 | |a (ZDB-4-NLEBK)ocn880147805 | ||
| 035 | |a (OCoLC)880147805 | ||
| 035 | |a (DE-599)BVBBV044358348 | ||
| 040 | |a DE-604 |b ger |e rda | ||
| 041 | 0 | |a eng | |
| 082 | 0 | |a 659 |2 23 | |
| 084 | |a AP 14450 |0 (DE-625)6902: |2 rvk | ||
| 100 | 1 | |a Katz, Helen E. |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a The media handbook |b a complete guide to advertising media selection, planning, research, and buying |c Helen Katz |
| 250 | |a Fifth edition | ||
| 264 | 1 | |a New York |b Routledge |c 2014 | |
| 264 | 4 | |c © 2014 | |
| 300 | |a 1 online resource (xii, 232 pages) | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b c |2 rdamedia | ||
| 338 | |b cr |2 rdacarrier | ||
| 490 | 0 | |a Routledge communication series | |
| 500 | |a Print version record | ||
| 505 | 8 | |a Today's definition of media -- Media in the marketing context -- Developing media objectives and strategies -- Exploring the media, part 1: paid -- Exploring the media, part 2: earned -- Exploring the media, part 3: owned -- Terms, calculations, and considerations -- Creating the plan, considering alternatives -- Making the buys -- Evaluating the media plan and looking ahead | |
| 505 | 8 | |a The Media Handbook provides a practical introduction to the advertising media planning and buying process. Emphasizing basic calculations along with the practical realities of offering alternatives and evaluating the plan, this fifth edition reflects the critical changes in how 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, including digital media. She provides a comprehensive analysis of planning and buying, with a conti | |
| 650 | 7 | |a BUSINESS & ECONOMICS / Advertising & Promotion |2 bisacsh | |
| 650 | 7 | |a Advertising media planning |2 fast | |
| 650 | 7 | |a Marketing channels |2 fast | |
| 650 | 7 | |a Mass media and business |2 fast | |
| 650 | 4 | |a Wirtschaft | |
| 650 | 4 | |a Advertising media planning |a Mass media and business |a Marketing channels | |
| 650 | 0 | 7 | |a Marketing |0 (DE-588)4037589-4 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Massenmedien |0 (DE-588)4037877-9 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Mediaplanung |0 (DE-588)4038221-7 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Medien |0 (DE-588)4169187-8 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Vermarktung |0 (DE-588)4121857-7 |2 gnd |9 rswk-swf |
| 655 | 7 | |8 1\p |0 (DE-588)4151278-9 |a Einführung |2 gnd-content | |
| 689 | 0 | 0 | |a Mediaplanung |0 (DE-588)4038221-7 |D s |
| 689 | 0 | 1 | |a Marketing |0 (DE-588)4037589-4 |D s |
| 689 | 0 | 2 | |a Massenmedien |0 (DE-588)4037877-9 |D s |
| 689 | 0 | |8 2\p |5 DE-604 | |
| 689 | 1 | 0 | |a Medien |0 (DE-588)4169187-8 |D s |
| 689 | 1 | 1 | |a Vermarktung |0 (DE-588)4121857-7 |D s |
| 689 | 1 | |8 3\p |5 DE-604 | |
| 776 | 0 | 8 | |i Erscheint auch als |n Druck-Ausgabe |a Katz, Helen E., author |t Media handbook |b Fifth edition |z 9780415856713 |
| 912 | |a ZDB-4-NLEBK | ||
| 999 | |a oai:aleph.bib-bvb.de:BVB01-029760979 | ||
| 883 | 1 | |8 1\p |a cgwrk |d 20201028 |q DE-101 |u https://d-nb.info/provenance/plan#cgwrk | |
| 883 | 1 | |8 2\p |a cgwrk |d 20201028 |q DE-101 |u https://d-nb.info/provenance/plan#cgwrk | |
| 883 | 1 | |8 3\p |a cgwrk |d 20201028 |q DE-101 |u https://d-nb.info/provenance/plan#cgwrk | |
Datensatz im Suchindex
| _version_ | 1804177604067983360 |
|---|---|
| any_adam_object | |
| author | Katz, Helen E. |
| author_facet | Katz, Helen E. |
| author_role | aut |
| author_sort | Katz, Helen E. |
| author_variant | h e k he hek |
| building | Verbundindex |
| bvnumber | BV044358348 |
| classification_rvk | AP 14450 |
| collection | ZDB-4-NLEBK |
| contents | Today's definition of media -- Media in the marketing context -- Developing media objectives and strategies -- Exploring the media, part 1: paid -- Exploring the media, part 2: earned -- Exploring the media, part 3: owned -- Terms, calculations, and considerations -- Creating the plan, considering alternatives -- Making the buys -- Evaluating the media plan and looking ahead The Media Handbook provides a practical introduction to the advertising media planning and buying process. Emphasizing basic calculations along with the practical realities of offering alternatives and evaluating the plan, this fifth edition reflects the critical changes in how 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, including digital media. She provides a comprehensive analysis of planning and buying, with a conti |
| ctrlnum | (ZDB-4-NLEBK)ocn880147805 (OCoLC)880147805 (DE-599)BVBBV044358348 |
| 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 | Fifth edition |
| format | Electronic eBook |
| fullrecord | <?xml version="1.0" encoding="UTF-8"?><collection xmlns="http://www.loc.gov/MARC21/slim"><record><leader>03552nmm a2200673zc 4500</leader><controlfield tag="001">BV044358348</controlfield><controlfield tag="003">DE-604</controlfield><controlfield tag="005">00000000000000.0</controlfield><controlfield tag="007">cr|uuu---uuuuu</controlfield><controlfield tag="008">170620s2014 |||| o||u| ||||||eng d</controlfield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">9781134498079</subfield><subfield code="9">978-1-134-49807-9</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">1134498071</subfield><subfield code="9">1-134-49807-1</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">9780203761854</subfield><subfield code="9">978-0-203-76185-4</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">0203761855</subfield><subfield code="9">0-203-76185-5</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(ZDB-4-NLEBK)ocn880147805</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(OCoLC)880147805</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(DE-599)BVBBV044358348</subfield></datafield><datafield tag="040" ind1=" " ind2=" "><subfield code="a">DE-604</subfield><subfield code="b">ger</subfield><subfield code="e">rda</subfield></datafield><datafield tag="041" ind1="0" ind2=" "><subfield code="a">eng</subfield></datafield><datafield tag="082" ind1="0" ind2=" "><subfield code="a">659</subfield><subfield code="2">23</subfield></datafield><datafield tag="084" ind1=" " ind2=" "><subfield code="a">AP 14450</subfield><subfield code="0">(DE-625)6902:</subfield><subfield code="2">rvk</subfield></datafield><datafield tag="100" ind1="1" ind2=" "><subfield code="a">Katz, Helen E.</subfield><subfield code="e">Verfasser</subfield><subfield code="4">aut</subfield></datafield><datafield tag="245" ind1="1" ind2="0"><subfield code="a">The media handbook</subfield><subfield code="b">a complete guide to advertising media selection, planning, research, and buying</subfield><subfield code="c">Helen Katz</subfield></datafield><datafield tag="250" ind1=" " ind2=" "><subfield code="a">Fifth edition</subfield></datafield><datafield tag="264" ind1=" " ind2="1"><subfield code="a">New York</subfield><subfield code="b">Routledge</subfield><subfield code="c">2014</subfield></datafield><datafield tag="264" ind1=" " ind2="4"><subfield code="c">© 2014</subfield></datafield><datafield tag="300" ind1=" " ind2=" "><subfield code="a">1 online resource (xii, 232 pages)</subfield></datafield><datafield tag="336" ind1=" " ind2=" "><subfield code="b">txt</subfield><subfield code="2">rdacontent</subfield></datafield><datafield tag="337" ind1=" " ind2=" "><subfield code="b">c</subfield><subfield code="2">rdamedia</subfield></datafield><datafield tag="338" ind1=" " ind2=" "><subfield code="b">cr</subfield><subfield code="2">rdacarrier</subfield></datafield><datafield tag="490" ind1="0" ind2=" "><subfield code="a">Routledge communication series</subfield></datafield><datafield tag="500" ind1=" " ind2=" "><subfield code="a">Print version record</subfield></datafield><datafield tag="505" ind1="8" ind2=" "><subfield code="a">Today's definition of media -- Media in the marketing context -- Developing media objectives and strategies -- Exploring the media, part 1: paid -- Exploring the media, part 2: earned -- Exploring the media, part 3: owned -- Terms, calculations, and considerations -- Creating the plan, considering alternatives -- Making the buys -- Evaluating the media plan and looking ahead</subfield></datafield><datafield tag="505" ind1="8" ind2=" "><subfield code="a">The Media Handbook provides a practical introduction to the advertising media planning and buying process. Emphasizing basic calculations along with the practical realities of offering alternatives and evaluating the plan, this fifth edition reflects the critical changes in how 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, including digital media. She provides a comprehensive analysis of planning and buying, with a conti</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">BUSINESS & ECONOMICS / Advertising & Promotion</subfield><subfield code="2">bisacsh</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">Advertising media planning</subfield><subfield code="2">fast</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">Marketing channels</subfield><subfield code="2">fast</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">Mass media and business</subfield><subfield code="2">fast</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Wirtschaft</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Advertising media planning</subfield><subfield code="a">Mass media and business</subfield><subfield code="a">Marketing channels</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Marketing</subfield><subfield code="0">(DE-588)4037589-4</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Massenmedien</subfield><subfield code="0">(DE-588)4037877-9</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Mediaplanung</subfield><subfield code="0">(DE-588)4038221-7</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Medien</subfield><subfield code="0">(DE-588)4169187-8</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Vermarktung</subfield><subfield code="0">(DE-588)4121857-7</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="655" ind1=" " ind2="7"><subfield code="8">1\p</subfield><subfield code="0">(DE-588)4151278-9</subfield><subfield code="a">Einführung</subfield><subfield code="2">gnd-content</subfield></datafield><datafield tag="689" ind1="0" ind2="0"><subfield code="a">Mediaplanung</subfield><subfield code="0">(DE-588)4038221-7</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2="1"><subfield code="a">Marketing</subfield><subfield code="0">(DE-588)4037589-4</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2="2"><subfield code="a">Massenmedien</subfield><subfield code="0">(DE-588)4037877-9</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2=" "><subfield code="8">2\p</subfield><subfield code="5">DE-604</subfield></datafield><datafield tag="689" ind1="1" ind2="0"><subfield code="a">Medien</subfield><subfield code="0">(DE-588)4169187-8</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="1" ind2="1"><subfield code="a">Vermarktung</subfield><subfield code="0">(DE-588)4121857-7</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="1" ind2=" "><subfield code="8">3\p</subfield><subfield code="5">DE-604</subfield></datafield><datafield tag="776" ind1="0" ind2="8"><subfield code="i">Erscheint auch als</subfield><subfield code="n">Druck-Ausgabe</subfield><subfield code="a">Katz, Helen E., author</subfield><subfield code="t">Media handbook</subfield><subfield code="b">Fifth edition</subfield><subfield code="z">9780415856713</subfield></datafield><datafield tag="912" ind1=" " ind2=" "><subfield code="a">ZDB-4-NLEBK</subfield></datafield><datafield tag="999" ind1=" " ind2=" "><subfield code="a">oai:aleph.bib-bvb.de:BVB01-029760979</subfield></datafield><datafield tag="883" ind1="1" ind2=" "><subfield code="8">1\p</subfield><subfield code="a">cgwrk</subfield><subfield code="d">20201028</subfield><subfield code="q">DE-101</subfield><subfield code="u">https://d-nb.info/provenance/plan#cgwrk</subfield></datafield><datafield tag="883" ind1="1" ind2=" "><subfield code="8">2\p</subfield><subfield code="a">cgwrk</subfield><subfield code="d">20201028</subfield><subfield code="q">DE-101</subfield><subfield code="u">https://d-nb.info/provenance/plan#cgwrk</subfield></datafield><datafield tag="883" ind1="1" ind2=" "><subfield code="8">3\p</subfield><subfield code="a">cgwrk</subfield><subfield code="d">20201028</subfield><subfield code="q">DE-101</subfield><subfield code="u">https://d-nb.info/provenance/plan#cgwrk</subfield></datafield></record></collection> |
| genre | 1\p (DE-588)4151278-9 Einführung gnd-content |
| genre_facet | Einführung |
| id | DE-604.BV044358348 |
| illustrated | Not Illustrated |
| indexdate | 2024-07-10T07:50:43Z |
| institution | BVB |
| isbn | 9781134498079 1134498071 9780203761854 0203761855 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-029760979 |
| oclc_num | 880147805 |
| open_access_boolean | |
| physical | 1 online resource (xii, 232 pages) |
| psigel | ZDB-4-NLEBK |
| publishDate | 2014 |
| publishDateSearch | 2014 |
| publishDateSort | 2014 |
| publisher | Routledge |
| record_format | marc |
| series2 | Routledge communication series |
| spelling | Katz, Helen E. Verfasser aut The media handbook a complete guide to advertising media selection, planning, research, and buying Helen Katz Fifth edition New York Routledge 2014 © 2014 1 online resource (xii, 232 pages) txt rdacontent c rdamedia cr rdacarrier Routledge communication series Print version record Today's definition of media -- Media in the marketing context -- Developing media objectives and strategies -- Exploring the media, part 1: paid -- Exploring the media, part 2: earned -- Exploring the media, part 3: owned -- Terms, calculations, and considerations -- Creating the plan, considering alternatives -- Making the buys -- Evaluating the media plan and looking ahead The Media Handbook provides a practical introduction to the advertising media planning and buying process. Emphasizing basic calculations along with the practical realities of offering alternatives and evaluating the plan, this fifth edition reflects the critical changes in how 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, including digital media. She provides a comprehensive analysis of planning and buying, with a conti BUSINESS & ECONOMICS / Advertising & Promotion bisacsh Advertising media planning fast Marketing channels fast Mass media and business fast Wirtschaft Advertising media planning Mass media and business Marketing channels Marketing (DE-588)4037589-4 gnd rswk-swf Massenmedien (DE-588)4037877-9 gnd rswk-swf Mediaplanung (DE-588)4038221-7 gnd rswk-swf Medien (DE-588)4169187-8 gnd rswk-swf Vermarktung (DE-588)4121857-7 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 2\p DE-604 Medien (DE-588)4169187-8 s Vermarktung (DE-588)4121857-7 s 3\p DE-604 Erscheint auch als Druck-Ausgabe Katz, Helen E., author Media handbook Fifth edition 9780415856713 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 3\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 Today's definition of media -- Media in the marketing context -- Developing media objectives and strategies -- Exploring the media, part 1: paid -- Exploring the media, part 2: earned -- Exploring the media, part 3: owned -- Terms, calculations, and considerations -- Creating the plan, considering alternatives -- Making the buys -- Evaluating the media plan and looking ahead The Media Handbook provides a practical introduction to the advertising media planning and buying process. Emphasizing basic calculations along with the practical realities of offering alternatives and evaluating the plan, this fifth edition reflects the critical changes in how 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, including digital media. She provides a comprehensive analysis of planning and buying, with a conti BUSINESS & ECONOMICS / Advertising & Promotion bisacsh Advertising media planning fast Marketing channels fast Mass media and business fast Wirtschaft Advertising media planning Mass media and business Marketing channels Marketing (DE-588)4037589-4 gnd Massenmedien (DE-588)4037877-9 gnd Mediaplanung (DE-588)4038221-7 gnd Medien (DE-588)4169187-8 gnd Vermarktung (DE-588)4121857-7 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)4037877-9 (DE-588)4038221-7 (DE-588)4169187-8 (DE-588)4121857-7 (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 | BUSINESS & ECONOMICS / Advertising & Promotion bisacsh Advertising media planning fast Marketing channels fast Mass media and business fast Wirtschaft Advertising media planning Mass media and business Marketing channels Marketing (DE-588)4037589-4 gnd Massenmedien (DE-588)4037877-9 gnd Mediaplanung (DE-588)4038221-7 gnd Medien (DE-588)4169187-8 gnd Vermarktung (DE-588)4121857-7 gnd |
| topic_facet | BUSINESS & ECONOMICS / Advertising & Promotion Advertising media planning Marketing channels Mass media and business Wirtschaft Advertising media planning Mass media and business Marketing channels Marketing Massenmedien Mediaplanung Medien Vermarktung Einführung |
| work_keys_str_mv | AT katzhelene themediahandbookacompleteguidetoadvertisingmediaselectionplanningresearchandbuying |