The media handbook : (Record no. 2134)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 02791cam a2200373 a 4500 |
| 001 - CONTROL NUMBER | |
| control field | 15962235 |
| 003 - CONTROL NUMBER IDENTIFIER | |
| control field | OSt |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20230515091531.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 091027s2010 nyua b 001 0 eng |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 9780415873543 |
| 040 ## - CATALOGING SOURCE | |
| Original cataloging agency | DLC |
| Transcribing agency | DLC |
| Language of cataloging | en |
| 050 00 - DUCE LIBRARY CALL NUMBER | |
| Classification number | DUCE HF5826.5.K38 |
| 100 1# - AUTHOR | |
| Personal name | Katz, H |
| Fuller form of name | Helen Katz |
| 245 14 - TITLE STATEMENT | |
| Title | The media handbook : |
| Remainder of title | a complete guide to advertising media selection, planning, research, and buying / |
| Statement of responsibility, etc. | Helen Katz. |
| 250 ## - EDITION STATEMENT | |
| Edition statement | 4th ed. |
| 260 ## - PUBLISHER | |
| Place of publication | New York : |
| Name of publisher | Routledge, |
| Date of publication | 2010. |
| 300 ## - PHYSICAL DESCRIPTION | |
| Volume, Pages | xii, 212 p. : |
| Other physical details | ill. ; |
| Dimensions | 24 cm. |
| 500 ## - GENERAL NOTE | |
| General note | Includes bibliographical references and index. |
| 520 ## - ABSTRACT | |
| Summary, etc. | The Media Handbook provides an introduction to the complete media planning and buying process. Emphasizing basic media planning and buying calculations along with the practical realities of offering plan alternatives and evaluating the plan, this fourth edition reflects the critical changes in how media today are planned, bought, and sold. Author Helen Katz looks at the larger marketing, advertising, and media objectives, and follows with an exploration of major media categories, including those emerging, such as branded entertainment and viral marketing. 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 client.<br/><br/>The Media Handbook includes:<br/><br/> examples to provide a better sense of how media planning and buying work in the real world<br/><br/> research studies to give readers additional references for more in-depth information<br/><br/> media terms defined when they are introduced, making readers more comfortable in subsequent discussions<br/><br/> a selection of key resources offered as an appendix for individuals or companies wishing to find out more about a particular service or system. <br/><br/>This popular text is perfect for advanced students in advertising, media planning/buying, communication, public relations, and marketing, and it also will serve as an informative reference volume for practitioners. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Subject | Advertising media planning. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Subject | Mass media and business. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Subject | Marketing channels. |
| 700 ## - OTHER AUTHOR(S)/ EDITOR(S) | |
| Personal name | Katz, H |
| Relator term | Author |
| Fuller form of name | Helen Katz |
| 856 42 - ELECTRONIC LOCATION AND ACCESS | |
| Materials specified | Contributor biographical information |
| Uniform Resource Identifier | <a href="http://www.loc.gov/catdir/enhancements/fy1106/2009043449-b.html">http://www.loc.gov/catdir/enhancements/fy1106/2009043449-b.html</a> |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Library of Congress Classification |
| Koha item type | Books |
| Suppress in OPAC | No |
| 830 #0 - SERIES ADDED ENTRY--UNIFORM TITLE | |
| Uniform title | Routledge communication series. |
| 906 ## - LOCAL DATA ELEMENT F, LDF (RLIN) | |
| a | 7 |
| b | cbc |
| c | orignew |
| d | 1 |
| e | ecip |
| f | 20 |
| g | y-gencatlg |
| Withdrawn status | Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Collection | Home library | Current library | Shelving location | Date acquired | Total checkouts | Full call number | Barcode | Date last seen | Copy number | Price effective from | Koha item type |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Library of Congress Classification | Humanities and Social Sciences | DUCE LIBRARY | DUCE LIBRARY | Humanities: Shelf HC51. C57 – HF 3887. S64 | 05/15/2023 | DUCE HF5826.5.K38 | 000000157484 | 05/15/2023 | 1 | 05/15/2023 | Books | |||||
| Library of Congress Classification | Humanities and Social Sciences | DUCE LIBRARY | DUCE LIBRARY | Humanities: Shelf HC51. C57 – HF 3887. S64 | 05/15/2023 | DUCE HF5826.5.K38 | 000000157478 | 05/15/2023 | 4 | 05/15/2023 | Books | |||||
| Library of Congress Classification | Humanities and Social Sciences | DUCE LIBRARY | DUCE LIBRARY | Humanities: Shelf HC51. C57 – HF 3887. S64 | 05/15/2023 | DUCE HF5826.5.K38 | 000000157480 | 05/15/2023 | 3 | 05/15/2023 | Books | |||||
| Library of Congress Classification | Not For Loan | Special Reserve | DUCE LIBRARY | DUCE LIBRARY | Humanities: Shelf HC51. C57 – HF 3887. S64 | 05/15/2023 | DUCE HF5826.5.K38 | 000000157477 | 06/06/2023 | 2 | 05/15/2023 | Books |