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- catalog contributor b9106535.
- catalog created "c1995.".
- catalog date "1995".
- catalog date "c1995.".
- catalog dateCopyrighted "c1995.".
- catalog description "Includes bibliographical references (p. 158) and index.".
- catalog description "What media are out there? -- The role of media in business -- The role of media in consumers' lives -- How media work with advertising -- Tasks in media -- Summary -- Getting to know the consumer -- Looking at the marketplace -- What are the competitors up to? -- Where is your brand sold? -- A word about budgets -- Timing and other issues -- Summary -- Checklist : media in the marketing context -- How the marketing objective leads to the media objective -- Media and the advertising objective -- Advertising objectives and the consumer decision process -- Media and the consumer decision process -- Establishing media objectives -- Summary -- Checklist : developing optimal media objectives -- Major media categories -- A television in every home -- New forms of television -- Benefits of television to advertisers -- Drawbacks of television advertising -- Radio : the "everywhere" medium -- Benefits of radio to advertisers -- Drawbacks of radio advertising -- All the news that's fit to print : newspaper advertising -- Benefits of newspapers to advertisers -- Drawbacks of newspaper advertising -- Magazines : an explosion of choice -- Benefits of magazines to advertisers -- Drawbacks of magazine advertising -- Outdoor billboards : from Cairo, Egypt, to Cairo, Illinois -- Benefits of outdoor billboards to advertisers -- Drawbacks of outdoor billboard advertising -- Which media should you use? -- Non-traditional media -- Summary -- Checklist : exploring the major media.".
- catalog extent "xiv, 163 p. :".
- catalog hasFormat "Media handbook.".
- catalog identifier "0844235164".
- catalog isFormatOf "Media handbook.".
- catalog issued "1995".
- catalog issued "c1995.".
- catalog language "eng".
- catalog publisher "Lincolnwood, Ill., USA : NTC Business Books,".
- catalog relation "Media handbook.".
- catalog subject "659 20".
- catalog subject "Advertising media planning.".
- catalog subject "HF5826.5 .K38 1995".
- catalog subject "Marketing channels.".
- catalog subject "Mass media and business.".
- catalog tableOfContents "What media are out there? -- The role of media in business -- The role of media in consumers' lives -- How media work with advertising -- Tasks in media -- Summary -- Getting to know the consumer -- Looking at the marketplace -- What are the competitors up to? -- Where is your brand sold? -- A word about budgets -- Timing and other issues -- Summary -- Checklist : media in the marketing context -- How the marketing objective leads to the media objective -- Media and the advertising objective -- Advertising objectives and the consumer decision process -- Media and the consumer decision process -- Establishing media objectives -- Summary -- Checklist : developing optimal media objectives -- Major media categories -- A television in every home -- New forms of television -- Benefits of television to advertisers -- Drawbacks of television advertising -- Radio : the "everywhere" medium -- Benefits of radio to advertisers -- Drawbacks of radio advertising -- All the news that's fit to print : newspaper advertising -- Benefits of newspapers to advertisers -- Drawbacks of newspaper advertising -- Magazines : an explosion of choice -- Benefits of magazines to advertisers -- Drawbacks of magazine advertising -- Outdoor billboards : from Cairo, Egypt, to Cairo, Illinois -- Benefits of outdoor billboards to advertisers -- Drawbacks of outdoor billboard advertising -- Which media should you use? -- Non-traditional media -- Summary -- Checklist : exploring the major media.".
- catalog title "The media handbook / Helen Katz.".
- catalog type "text".