| 000 -LEADER |
|---|
| fixed length control field |
02432cam a22003378i 4500 |
| 001 - CONTROL NUMBER |
|---|
| control field |
22356463 |
| 003 - CONTROL NUMBER IDENTIFIER |
|---|
| control field |
APU |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
|---|
| control field |
20221012121143.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
|---|
| fixed length control field |
220920s2022 nyu b 001 0 eng |
| 010 ## - LIBRARY OF CONGRESS CONTROL NUMBER |
|---|
| LC control number |
2021052073 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| Cancelled/invalid ISBN |
9781032007878 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
9780367775568 (paperback) |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| Cancelled/invalid ISBN |
9781003175704 |
| 040 ## - CATALOGING SOURCE |
|---|
| Original cataloging agency |
DLC |
| Language of cataloging |
eng |
| Transcribing agency |
APU |
| Modifying agency |
SF |
| 042 ## - AUTHENTICATION CODE |
|---|
| Authentication code |
pcc |
| 050 00 - LIBRARY OF CONGRESS CALL NUMBER |
|---|
| Classification number |
HF5826.5 |
| Item number |
.K38 2022 |
| 082 00 - DEWEY DECIMAL CLASSIFICATION NUMBER |
|---|
| Classification number |
659 |
| Edition number |
23/eng/20211220 |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Katz, Helen E. |
| Relator term |
author. |
| 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 |
8th Edition. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
|---|
| Place of publication, distribution, etc |
New York, NY: |
| Name of publisher, distributor, etc |
Routledge, Taylor & Francis Group, |
| Date of publication, distribution, etc |
c2022. |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
xix, 228 pages : |
| Other physical details |
illustrations (black and white) ; |
| Dimensions |
23 cm. |
| 490 0# - SERIES STATEMENT |
|---|
| Series statement |
Routledge communication series |
| 500 ## - GENERAL NOTE |
|---|
| General note |
Revised edition of the author's The media handbook, 2019. |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE |
|---|
| Bibliography, etc |
Includes bibliographical references and index. |
| 520 ## - SUMMARY, ETC. |
|---|
| Summary, etc |
"The eighth edition of The Media Handbook continues to provide a practical introduction to the media planning and buying processes. Starting with the broader context in which media planning occurs, including a basic understanding of competitive spending and target audiences, the book takes readers through the fundamentals of each media channel, leading to the creation of a media plan. Throughout, concepts and calculations are clearly explained. This new edition reflects the changes in how people consume media today: a new chapter on how audiences are defined and created reorganization of the media channel chapters to cover planning and buying together expanded coverage of digital formats in all channels added discussion of measurement completely updated data and examples. The Media Handbook, Eighth Edition is the ideal text for courses in media planning and buying in advertising/communication departments. The Companion Website to the book includes resources for both students and instructors. For students, there is a list of key media associations and new sample media planning exercise scenarios with accompanying practice spreadsheets. Instructors can find lecture slides and sample test questions to assist in their course preparation. Please visit www.routledge.com/cw/katz"-- |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Advertising media planning. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Mass media and business. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Marketing channels. |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Source of classification or shelving scheme |
|
| Koha item type |
Book |
