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Southern Methodist University - FALL 2010 | ||
Section 001 | ||
 | The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying (Routledge Communication Series) (4th Edition) by Helen E. Katz Paperback, 232 Pages, Published 2010 ISBN-10: 0-415-87354-1 / 0415873541 ISBN-13: 978-0-415-87354-3 / 9780415873543 The Media Handbook provides an 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 fourth edition reflects the critical changes in how m | |