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

189 pages • first pub 2003 (editions)

challenging informative medium-paced
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The Media Handbook provides a practical 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 pl...

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