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AuthorKatz, Helen
TitleThe Media handbook : a complete guide to advertising media selection, planning, research, and buying / Helen Katz
Imprint New York : Routledge, 2010
Edition 4th ed.
Descript xii, 212 p. : ill. ; 23 cm


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 considerations -- Creating the plan -- Offering alternatives -- Making the media buys -- Evaluating the media plan

Advertising media planning Mass media and business Marketing channels

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