The media handbook : a complete guide to advertising media selection, planning, research, and buying

dc.contributor.author	Katz, Helen E.
dc.date.issued	2007
dc.identifier.isbn	0-8058-5717-6
dc.identifier.isbn	0-8058-5718-4
dc.identifier.uri	https://thuvienso.hoasen.edu.vn/handle/123456789/11863
dc.description.abstract	This book provides a practical introduction to the complete 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 third edition incorporates three new topics—consolidation, consumer control, and communication accountability—reflecting the critical changes in how media today are planned, bought, and sold.
dc.format	184 p.
dc.language.iso	en
dc.publisher	Lawrence Erlbaum Associates, Inc.
dc.subject	Mass media
dc.subject	Advertising media planning
dc.subject	Marketing channels
dc.title	The media handbook : a complete guide to advertising media selection, planning, research, and buying
dc.type	Book
dc.description.version	3rd edition