The media handbook : a complete guide to advertising media selection, planning, research, and buying /
Katz, Helen E.,
The media handbook : a complete guide to advertising media selection, planning, research, and buying / Helen Katz. - 7th edition. - xx, 235 pages : illustrations (black and white) ; 23 cm. - Routledge communication series . - Routledge communication series. .
Previous edition: New York: Routledge, 2017.
Includes bibliographical references and index.
Written as an introduction to the media planning and buying process, this handbook should help the college student gain a clearer understanding of the media and how it fits into the overall marketing process. It should also be useful for those working in the advertising or media industries.
Specialized.
9781138352643 (pbk.) : £47.99 No price
Advertising media planning.
Mass media and business.
Marketing channels.
Business and Management.
Business and Management.
659
The media handbook : a complete guide to advertising media selection, planning, research, and buying / Helen Katz. - 7th edition. - xx, 235 pages : illustrations (black and white) ; 23 cm. - Routledge communication series . - Routledge communication series. .
Previous edition: New York: Routledge, 2017.
Includes bibliographical references and index.
Written as an introduction to the media planning and buying process, this handbook should help the college student gain a clearer understanding of the media and how it fits into the overall marketing process. It should also be useful for those working in the advertising or media industries.
Specialized.
9781138352643 (pbk.) : £47.99 No price
Advertising media planning.
Mass media and business.
Marketing channels.
Business and Management.
Business and Management.
659