The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying by Helen Katz

The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying

Helen Katz

236 pages • first pub 2003 (editions)

challenging informative medium-paced
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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 seventh edition inclu...

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