Hiển thị biểu ghi dạng vắn tắt

dc.contributor.authorKatz, Helen E.
dc.date.issued2003
dc.identifier.isbn1-4106-0755-0
dc.identifier.urihttps://thuvienso.hoasen.edu.vn/handle/123456789/8050
dc.description.abstractThis book 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.
dc.formatxix, 185 p. : ill.
dc.language.isoen
dc.publisherLawrence Erlbaum Associates, Inc.
dc.subjectMass media
dc.subjectAdvertising media planning
dc.subjectMarketing channels
dc.titleThe media handbook : a complete guide to advertising media selection, planning, research, and buying
dc.typeBook
dc.description.version2nd edition


Các tập tin trong tài liệu này

Thumbnail
Thumbnail

Tài liệu này xuất hiện trong Bộ sưu tập sau đây

Hiển thị biểu ghi dạng vắn tắt