TY  - BOOK
AU  - Katz,Helen E.
TI  - The media handbook: a complete guide to advertising media selection, planning, research, and buying 
T2  - Communication series
SN  - 9780415873543 (pbk.) :
AV  - HF5826.5 .K38 2010
PY  - 2010///
CY  - New York
PB  - Routledge
KW  - Advertising media planning
KW  - Mass media and business
KW  - Marketing channels
N1  - Includes bibliographical references and index; What is media? -- Media in the marketing context -- Developing optimal media objectives -- Exploring the media, part 1: traditional -- Exploring the media, part 2: beyond traditional -- Terms, calculations, and considertions -- Creating the plan -- Offering alternatives -- Making the media buys -- Evaluating the media plan
ER  -