An edition of The Media Handbook (2003)
The Media Handbook
a Complete Guide to Advertising Media Selection, Planning, Research, and Buying
By Helen Katz
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Publish Date
2006
Publisher
Taylor & Francis Ltd.
Language
eng
Pages
214
Description:
Provides a practical introduction to the media planning and buying process. Emphasizing basic media planning and buying calculations along with the practical realities of offering plan alternatives and evaluating the plan, this edition incorporates three topics - consolidation, consumer control, and communication accountability.