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Texas Tech University - FALL 2010 (AUG-DEC) | ||
Section 001 | ||
 | The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying (Routledge Communication Series) (3rd Edition) by Helen E. Katz Paperback, 208 Pages, Published 2006 ISBN-10: 0-8058-5718-4 / 0805857184 ISBN-13: 978-0-8058-5718-4 / 9780805857184 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 plan, this third edition incorporates three new topics— | |