The media handbook : a complete guide to advertising, media selection, planning, research & buging /

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Bibliographic Details
Author / Creator:Katz, Helen E.
Imprint:Lincolnwood, Ill. : NTC Business Books, c1995.
Description:xiv, 163 p. ; 24 cm.
Language:English
Subject:
Format: Print Book
URL for this record:http://pi.lib.uchicago.edu/1001/cat/bib/1705542
Hidden Bibliographic Details
ISBN:0844235164
Notes:Includes bibliographical references and index.
Description
Summary:A guide to creating and implementing an advertising media plan, for media planners, advertisers, marketers, and business managers. Covers developing objectives, evaluating various advertising media, handling media calculations and formulae, negotiating media buys, and evaluating a plan's impact. Includes discussion of the role of media in business and in consumer's lives, and appendices listing contact information for publications, research companies, and associations. Contains chapter summaries and checklists. Annotation copyright by Book News, Inc., Portland, OR
Physical Description:xiv, 163 p. ; 24 cm.
Bibliography:Includes bibliographical references and index.
ISBN:0844235164