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University Of Miami - Fall 2012 | ||
Section 32 | ||
 | The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying (Volume in Lea's Communication Series) (2nd Edition) by Helen E. Katz Hardcover, 208 Pages, Published 2003 ISBN-10: 0-8058-4267-5 / 0805842675 ISBN-13: 978-0-8058-4267-8 / 9780805842678 The Media Handbook provides a practical introduction to the complete media planning and buying process. In this updated and expanded edition, author Helen Katz explains basic media planning and buying calculations along with the practical realities of offering plan alternatives and evaluating the pl | |