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The Media Handbook

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

The Media Handbook( )
Author: Katz, Helen
Series title:Routledge Communication Ser.
ISBN:978-0-415-85671-3
Publication Date:Nov 2013
Publisher:Routledge
Book Format:Paperback
List Price:USD $66.95
Book Description:

The Media Handbookprovides a practical introduction to the advertising media planning and buying process. Emphasizing basic calculations along with the practical realities of offering alternatives and evaluating the plan, this fifth edition reflects the critical changes in how media is planned, bought, and sold by today's industry professionals. Author Helen Katz looks at the larger marketing, advertising, and media objectives, and follows with an exploration of major media categories,...
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Book Details
Pages:248
Detailed Subjects: Business & Economics / Marketing / General
Business & Economics / Advertising & Promotion
Physical Dimensions (W X L X H):6 x 9 Inches
Book Weight:0.75 Pounds

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