Katz, Helen E.
The media handbook : a complete guide to advertising media selection, planning, research, and buying / Helen Katz. - 3rd ed. - Mahwah, N.J. : L. Erlbaum Associates, c2007. - xvii, 189 p. : ill. ; 24 cm. - LEA's communication series .
Includes bibliographical references (p. 181-184) and index.
0805857176 (cl.) : NT2387 0805857184 (pbk.) 9780805857184 (pbk.)
2005057745
Advertising media planning.
Mass media and business.
Marketing channels.
The media handbook : a complete guide to advertising media selection, planning, research, and buying / Helen Katz. - 3rd ed. - Mahwah, N.J. : L. Erlbaum Associates, c2007. - xvii, 189 p. : ill. ; 24 cm. - LEA's communication series .
Includes bibliographical references (p. 181-184) and index.
0805857176 (cl.) : NT2387 0805857184 (pbk.) 9780805857184 (pbk.)
2005057745
Advertising media planning.
Mass media and business.
Marketing channels.