MARC ayrıntıları
| 000 -LEADER |
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| fixed length control field |
06108nam a2200373 i 4500 |
| 001 - CONTROL NUMBER |
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| control field |
EK117 |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
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| control field |
20251203102449.0 |
| 006 - FIXED-LENGTH DATA ELEMENTS--ADDITIONAL MATERIAL CHARACTERISTICS--GENERAL INFORMATION |
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| fixed length control field |
m d |
| 007 - PHYSICAL DESCRIPTION FIXED FIELD--GENERAL INFORMATION |
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| fixed length control field |
cr aa aaaaa |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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| fixed length control field |
110328s2003 xxxa o 001 0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
1410607550 |
| 035 ## - SYSTEM CONTROL NUMBER |
|---|
| System control number |
(OCoLC) |
| 040 ## - CATALOGING SOURCE |
|---|
| Original cataloging agency |
BAUN |
| Language of cataloging |
eng |
| Transcribing agency |
BAUN |
| Description conventions |
rda |
| 041 0# - LANGUAGE CODE |
|---|
| Language code of text/sound track or separate title |
eng |
| 049 ## - LOCAL HOLDINGS (OCLC) |
|---|
| Holding library |
BAUN_MERKEZ |
| 050 04 - LIBRARY OF CONGRESS CALL NUMBER |
|---|
| Classification number |
HF5826.5 |
| Item number |
K38 2003 |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Katz, Helen E. |
| 9 (RLIN) |
101410 |
| Relator term |
Author |
| 245 14 - TITLE STATEMENT |
|---|
| Title |
The Media handbook : |
| Remainder of title |
a complete guide to advertising media selection, planning, research buying/ |
| Statement of responsibility, etc |
Helen E Katz |
| 250 ## - EDITION STATEMENT |
|---|
| Edition statement |
2.ed. |
| 264 #1 - PRODUCTION, PUBLICATION, DISTRIBUTION, MANUFACTURE, AND COPYRIGHT NOTICE |
|---|
| Place of production, publication, distribution, manufacture |
Mahwah, N.J.: |
| Name of producer, publisher, distributor, manufacturer |
Lawrence Erlbaum, |
| Date of production, publication, distribution, manufacture, or copyright notice |
2003. |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
1 online resource (xix, 185 pages : |
| Other physical details |
illustrations) |
| 336 ## - CONTENT TYPE |
|---|
| Source |
rdacontent |
| Content Type Term |
text |
| Content Type Code |
txt |
| 337 ## - MEDIA TYPE |
|---|
| Source |
rdamedia |
| Media Type Term |
computer |
| Media Type Code |
computer |
| 338 ## - CARRIER TYPE |
|---|
| Source |
rdacarrier |
| Carrier Type Term |
online resource |
| Carrier Type Code |
volume |
| 347 ## - DIGITAL FILE CHARACTERISTICS |
|---|
| File type |
data file |
| Source |
rda |
| 490 1# - SERIES STATEMENT |
|---|
| Series statement |
LEA's Communication Series; |
| 505 00 - FORMATTED CONTENTS NOTE |
|---|
| Title |
Table of Contents |
| -- |
• Foreword pages xiii |
| -- |
• Preface pages xv |
| -- |
• Introduction pages xix |
| -- |
• Chapter 1 What Is Media? pages 1 |
| -- |
• What Media Are Out There? pages 2 |
| -- |
• The Role of Media in Business pages 3 |
| -- |
• Media Versus Communications pages 4 |
| -- |
• The Role of Media in Consumers' Lives pages 4 |
| -- |
• How Media Work With Advertising pages 5 |
| -- |
• Tasks in Media pages 7 |
| -- |
• Summary pages 7 |
| -- |
• Chapter 2 Media in the Marketing Context pages 9 |
| -- |
• Getting to Know the Consumer pages 11 |
| -- |
• Looking at the Marketplace pages 17 |
| -- |
• What Are the Competitors Up To? pages 19 |
| -- |
• Where Is Your Brand Sold? pages 27 |
| -- |
• A Word About Budgets pages 31 |
| -- |
• Timing and Other Issues pages 31 |
| -- |
• Summary pages 32 |
| -- |
• Checklist--Media in the Marketing Context pages 33 |
| -- |
• Chapter 3 Developing Optimal Media Objectives pages 34 |
| -- |
• How the Marketing Objective Leads to the Media Objective pages 35 |
| -- |
• Media and the Advertising Objective pages 36 |
| -- |
• Advertising Objectives and the Consumer Decision Process pages 39 |
| -- |
• Media and the Consumer Decision Process pages 40 |
| -- |
• Establishing Media Objectives pages 41 |
| -- |
• Summary pages 48 |
| -- |
• Checklist--Developing Optimal Media Objectives pages 48 |
| -- |
• Chapter 4 Exploring the Media pages 50 |
| -- |
• Media Versus Communications pages 51 |
| -- |
• Media Categories pages 51 |
| -- |
• A Television in Every Home pages 52 |
| -- |
• New Forms of Television pages 61 |
| -- |
• Benefits of Television to Advertisers pages 63 |
| -- |
• Drawbacks of Television Advertising pages 64 |
| -- |
• Research on Television pages 67 |
| -- |
• Radio--The "Everywhere" Medium pages 67 |
| -- |
• Benefits of Radio to Advertisers pages 72 |
| -- |
• Drawbacks of Radio Advertising pages 74 |
| -- |
• Research on Radio pages 75 |
| -- |
• All the News That's Fit to Print--Newspaper Advertising pages 76 |
| -- |
• Benefits of Newspapers to Advertisers pages 78 |
| -- |
• Drawbacks of Newspaper Advertising pages 81 |
| -- |
• Research on Newspapers pages 82 |
| -- |
• Magazines--An Explosion of Choice pages 83 |
| -- |
• Benefits of Magazines to Advertisers pages 84 |
| -- |
• Drawbacks of Magazine Advertising pages 86 |
| -- |
• Research on Magazines pages 87 |
| -- |
• Outdoor Billboards and Beyond--From Cairo, Egypt, to Cairo, Illinois pages 87 |
| -- |
• Benefits of Outdoor Billboards to Advertisers pages 90 |
| -- |
• Drawbacks of Outdoor Billboard Advertising pages 91 |
| -- |
• The Internet--The Ultimate Choice pages 92 |
| -- |
• Benefits of the Internet to Advertisers pages 94 |
| -- |
• Drawbacks of Internet Advertising pages 95 |
| -- |
• Research on the Internet pages 96 |
| -- |
• Which media Should You Use? pages 96 |
| -- |
• Alternative Forms of Communication pages 97 |
| -- |
• Summary pages 101 |
| -- |
• Checklist--Exploring the Major Media pages 101 |
| -- |
• Chapter 5 Terms, Calculations, and Considerations pages 103 |
| -- |
• Defining Key Media Terms pages 103 |
| -- |
• Understanding Ratings pages 103 |
| -- |
• Reach and Frequency pages 105 |
| -- |
• Beyond Reach and Frequency pages 107 |
| -- |
• Calculating Costs pages 110 |
| -- |
• Category-Specific Criteria pages 111 |
| -- |
• Summary pages 121 |
| -- |
• Checklist--Terms, Calculations, and Considerations pages 121 |
| -- |
• Chapter 6 Creating the Plan pages 123 |
| -- |
• Target Audience's Use of Media pages 123 |
| -- |
• Timing of the Plan pages 124 |
| -- |
• Balancing Reach and Frequency pages 126 |
| -- |
• Media Models pages 127 |
| -- |
• Scheduling Your Ads pages 127 |
| -- |
• Cost Efficiencies pages 129 |
| -- |
• Tactical Considerations pages 130 |
| -- |
• Presenting the Plan pages 132 |
| -- |
• A Media Plan Example pages 133 |
| -- |
• Summary pages 139 |
| -- |
• Checklist--Creating the Plan pages 139 |
| -- |
• Chapter 7 Offering Alternatives pages 140 |
| -- |
• Spending More Money pages 141 |
| -- |
• Spending Less Money pages 143 |
| -- |
• Changing Targets pages 145 |
| -- |
• Changing Media pages 147 |
| -- |
• Tests and Translations pages 149 |
| -- |
• Summary pages 150 |
| -- |
• Checklist--Offering Alternatives pages 151 |
| -- |
• Chapter 8 Making the Media Buys pages 152 |
| -- |
• Merchandising a Magazine Buy pages 152 |
| -- |
• Getting News Into Newspapers pages 154 |
| -- |
• Buying Time on Television pages 155 |
| -- |
• Local TV and Radio Buys pages 159 |
| -- |
• The Great Outdoors pages 161 |
| -- |
• Implementing an Internet Buy pages 162 |
| -- |
• Summary pages 163 |
| -- |
• Checklist--Making the Media Buys pages 163 |
| -- |
• Chapter 9 Evaluating the Media Plan pages 165 |
| -- |
• Preplan Analysis pages 166 |
| -- |
• Postbuy Analysis pages 167 |
| -- |
• Custom Research pages 169 |
| -- |
• Summary pages 170 |
| -- |
• Checklist--Evaluating the Media Plan pages 170 |
| -- |
• Appendix A Key Resources pages 171 |
| -- |
• Appendix B Associations and Sources pages 175 |
| -- |
• References pages 177 |
| -- |
• Index pages 181 |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Advertising media planning |
| 9 (RLIN) |
101411 |
|
|---|
| Topical term or geographic name as entry element |
Mass media and business |
| 9 (RLIN) |
101412 |
|
|---|
| Topical term or geographic name as entry element |
Marketing channels |
| 9 (RLIN) |
101297 |
| 830 #0 - SERIES ADDED ENTRY--UNIFORM TITLE |
|---|
| Uniform title |
LEA's Communication Series; |
| 856 ## - ELECTRONIC LOCATION AND ACCESS |
|---|
| Uniform Resource Identifier |
http://www.netlibrary.com/urlapi.asp?action=summary&v=1&bookid=83860 |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Source of classification or shelving scheme |
Library of Congress Classification |
| Koha item type |
Elektronik Kitap |
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