TY  - BOOK
AU  - Katz,Helen E.
TI  - The media handbook: a complete guide to advertising media selection, planning, research, and buying 
T2  - Routledge communication series
SN  - 9781138352643 (pbk.) :
U1  - 659 23
PY  - 2019///
CY  - New York
PB  - Routledge
KW  - Advertising media planning
KW  - Mass media and business
KW  - Marketing channels
KW  - Business and Management
KW  - eflch
KW  - ukslc
N1  - Previous edition: New York: Routledge, 2017; Includes bibliographical references and index; Specialized
N2  - 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
ER  -