Katz, Helen E <br/><br/>
The media handbook :  a complete guide to advertising media selection, planning, research, and buying / 
Helen Katz. 
 - Fourth edition. 
 - New York :  Routledge,  2010. 
 - xii, 212 pages :  illustrations ;  24 cm. 
 - Communication series .
 - Routledge communication series .
<br/><br/>Includes bibliographical references and index. 
<br/><br/>What is media? -- Media in the marketing context -- Developing optimal media objectives -- Exploring the media, part 1: traditional -- Exploring the media, part 2: beyond traditional -- Terms, calculations, and considertions -- Creating the plan -- Offering alternatives -- Making the media buys -- Evaluating the media plan. 
<br/><br/><label>ISBN: </label>9780415873536 0415873533 9780415873543 :  $168.00 0415873541 
<br/><br/><label>LCCN: </label>2009043449 
<br/><br/><label>Nat. Bib. No.: </label>GBB030443  bnb 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Advertising media planning<br/>Mass media and business<br/>Marketing channels
<br/><br/><label>LC Class. No.: </label>HF5826.5  / .K38 2010 
<br/><br/><label>Dewey Class. No.: </label>659