TY  - BOOK
AU  - Katz,Helen E.
TI  - The media handbook: a complete guide to advertising media selection, planning, research, and buying 
T2  - Routledge Communication Series
SN  - 9781138689152
PY  - 2017///
CY  - New York
PB  - Routledge, Taylor & Francis Group
KW  - Advertising media planning
KW  - Mass media and business
KW  - Marketing channels
KW  - fast
KW  - Mediaplanning
KW  - gtt
KW  - Reclame
KW  - Marketing
KW  - gnd
KW  - Massenmedien
KW  - Mediaplanung
KW  - Plans médias
KW  - ram
KW  - Médias et affaires
KW  - Circuits de distribution
KW  - Droit
KW  - Gidsen (vorm)
N1  - Includes bibliographical references and index; What is media? -- Media in the marketing context -- Developing optimal media objectives and strategies -- Exploring the media, part 1 : paid -- Exploring the media, part 2 : owned -- Exploring the media, part 3 : earned -- Terms, calculations, and considerations -- Creating the plan -- Making the media buys -- Evaluating the media plan -- Appendix A. Key research resources -- Appendix B : Key media organizations
N2  - The Media Handbook provides a practical introduction to the advertising media planning and buying processes. Emphasizing basic calculations and the practical realities of offering alternatives and evaluating the plan, this sixth edition reflects the critical changes in how advertising in various 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, covering paid, owned, and earned media forms, including digital media. She provides a comprehensive analysis of planning and buying, with a continued focus on how those tactical elements tie back to the strategic aims of the brand and the client
ER  -