The Media Handbook: A Complete Guide to Advertising, Media Selection, Planning, Research & Budgeting by Helen Katz
The Media Handbook: A Complete Guide to Advertising, Media Selection, Planning, Research & Budgeting
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Helen Katz
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The Media Handbook: A Complete Guide to Advertising, Media Selection, Planning, Research & Budgeting

Helen Katz

163 pages • first pub 1995 (view editions)

challenging informative medium-paced
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The Media Handbook 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 pl...

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